Social media has radically changed the way advertisers reach and communicate with their target audiences. Perceived by consumers as reliable and sincere sources of information, social media influencers play a leading role in electronic word-of-mouth (eWOM) communication. 

Therefore, for brands, Influencer Marketing has become an indispensable part of their marketing budgets. Product placement strategy is one of the leading methods used by influencers in the content they produce, the interaction they establish with their followers and the brand collaborations they realize.

What is Influencer Marketing?

With Web 2.0 technology, consumers have become content producers and can influence other consumers through new media tools. While social media platforms have become an important tool for brands to reach consumers, consumers pay more attention to the recommendations of influencers they trust.

Influencer marketing is a marketing method in which brands collaborate with social media influencers to promote their products and services to a wide audience. This method aims to increase awareness and sales of brands by increasing consumer trust.

Influence marketing is based on Paul Lazarsfeld’s two-stage flow theory. According to this theory, opinion leaders have the power to influence people by increasing their media influence. Today, this influence reaches wider audiences through new media tools. Social media, which has replaced traditional media tools, increases the influence of influencers and enables brands to reach target audiences more effectively.

Today, brands prioritize marketing efforts on social media platforms. Platforms such as Twitter, Facebook, Instagram and YouTube stand out with their fast feedback and low cost advantages. Consumers value other users’ comments and suggestions, which has made influence marketing more effective.

Influencers promote brands’ products or services by creating a strong bond with their followers. These promotions serve as a recommendation for consumers and influence their purchasing decisions.

What are the Risks of Influencer Marketing Strategy?

At first glance, it seems like an effective and practical method for a brand to use a celebrity that the public already likes and trusts in order to establish a strong bond with consumers and create a positive brand perception. However, research and practical examples show that this method does not always work as expected.

For example, if the celebrity chosen as an endorser for a brand loses popularity or becomes involved in scandals, this may have a negative impact on the brand. The extent of this negative impact may vary depending on the degree of consumers’ identification with the celebrity and their level of loyalty to the brand. He stated that how consumers perceive the celebrity’s misbehavior and their tendency to accept these behaviors determine the impact on the brand. In addition, accepting the celebrity’s mistakes instead of denying them may contribute to less negative effects.

When celebrities are too prominent in advertisements, the product or brand can sometimes be overshadowed. However, it is emphasized that the main focus in advertising campaigns should be on the product. Another problem is when a celebrity collaborates with more than one brand. In this case, all the brands in which the celebrity appears may be overshadowed by each other, which may reduce the impact of the collaboration.