Consumer Protection Using Social Media Marketing

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Social Media
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Social media sites like Instagram, LinkedIn, YouTube, Facebook, WhatsApp and Pinterest offer an extremely interactive and visually ironic experience to the users. From now, these sites have to grab massive popularity for product promotion. Influencers are the keys to this network. Oxford English Dictionary defines ‘influencer’ as “a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.”

The most convincing component in influencer marketing is relatability to the influencer. Personal endorsement by an influencer yields incredible authenticity to the quality and characteristics of a product. Meanwhile, influencer marketing does not look like advertising at all. Brands are strongly concerned about exploiting this middling.

Subsequently, influencer of persuasion about a product originates from impartial impresses and individual experience, customers have the right to know if influencers have been paid, rewarded to endorse a product in any method.

Influencer posts can be counted as ‘advertisements’ are

  • Paid-ads: Influencer posts appearing in paid-ad, for example, banner ads, paid-for search results and sponsored posts.
  • Affiliate Marketing: Influencer posts promoting product covering brand hyperlink or arrangements where influencer gets paid for every ‘click-through’ source.

According to the CPA (Consumer Protection Act), consumers have three important rights:

The right to fair and responsible marketing
The right to fair and truthful dealing
The right to fair value, safety and good quality

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