Short answer
Designers and marketers must be vigilant against the illicit promotion of counterfeit goods via social media influencers and consider the psychological vulnerabilities that make consumers susceptible to such tactics.
- Field
- Innovation & Markets
- Source
- Deviant Behavior (2023)
- Method
- Empirical research using surveys
- Evidence
- Strong effect
The use of social media influencers who disregard norms and laws significantly increases the purchase of counterfeit goods by leveraging specific consumer traits. This innovation & markets research insight is drawn from a 2023 study published in Deviant Behavior. Using Empirical research using surveys, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers must be vigilant against the illicit promotion of counterfeit goods via social media influencers and consider the psychological vulnerabilities that make consumers susceptible to such tactics.
Deviant Influencers Drive Counterfeit Purchases by Exploiting Consumer Susceptibility
The use of social media influencers who disregard norms and laws significantly increases the purchase of counterfeit goods by leveraging specific consumer traits.
Deviant Behavior · 2023
Key Findings
- 01Deviant social media influencers are employed to market counterfeit goods.
- 02Consumers susceptible to these influencers exhibit high trust in digital figures, low risk awareness, high risk appetite, and a tendency to rationalize morally questionable purchases.
- 03Young adults and males are more likely to purchase counterfeit goods endorsed by these influencers.
Application
Design takeaway
Designers and marketers must be vigilant against the illicit promotion of counterfeit goods via social media influencers and consider the psychological vulnerabilities that make consumers susceptible to such tactics.
How to apply
Brands should monitor social media for unauthorized use of their products and consider implementing strategies to educate consumers about the risks and harms of counterfeit goods.
Project actions
- 01When researching product promotion, consider the ethical boundaries of marketing tactics.
- 02Investigate how different demographics respond to influencer marketing, especially for products that may be ethically questionable.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a novel estimate of the prevalence of purchasing counterfeits due to SMI endorsements.
- +Identifies specific consumer characteristics that contribute to susceptibility.
Limitations
Survey data relies on self-reporting, which can be subject to bias. The definition of 'deviant' influencer may also be subjective.
Reliability & validity
The use of surveys provides quantitative data, but reliance on self-reporting may affect validity. Replication across different cultural contexts would enhance reliability.
Think critically
To what extent should brands be held responsible for the actions of influencers who promote their products, even if those influencers engage in 'deviant' behavior?
Design Principles
"Ethical marketing practices should prioritize transparency and avoid exploiting consumer psychological predispositions."
This research highlights a sophisticated and concerning marketing tactic that exploits consumer psychology. Understanding these dynamics is crucial for brands aiming to protect their intellectual property and for consumers to make informed purchasing decisions.
What This Means for Your Design
Some social media stars who don't follow the rules are tricking people into buying fake products by making them seem cool or acceptable, especially young men who trust online people and don't worry too much about the risks.
How to use in your project
- 1.Use this research to justify investigating the ethical implications of influencer marketing in your design project.
- 2.Reference this study when discussing the market for counterfeit goods or the impact of social media on consumer behavior.
Add to My Project
Quick Cite
Paragraph starter
This study by Shepherd et al. (2023) highlights the significant impact of 'deviant' social media influencers in promoting counterfeit goods. Their research indicates that these influencers exploit consumer characteristics such as high trust in digital figures and a propensity for risk-taking and rationalization, leading to increased purchases of illicit products, particularly among young adults and males. This underscores the need for designers and businesses to consider the ethical landscape of digital marketing and the potential for exploitation within influencer-driven markets.
Source
Deviant Behavior
The Impact of Deviant Social Media Influencers and Consumer Characteristics on Purchasing Counterfeit Goods
journal · 2023
View sourceQuestions About This Research
- What does the research say about deviant influencers drive counterfeit purchases by exploiting consumer susceptibility?
- Designers and marketers must be vigilant against the illicit promotion of counterfeit goods via social media influencers and consider the psychological vulnerabilities that make consumers susceptible to such tactics. Evidence: Deviant Behavior (2023).
- Why does "Deviant Influencers Drive Counterfeit Purchases by Exploiting Consumer Susceptibility" matter for design?
- This research highlights a sophisticated and concerning marketing tactic that exploits consumer psychology. Understanding these dynamics is crucial for brands aiming to protect their intellectual property and for consumers to make informed purchasing decisions.
- How can designers apply this research?
- Designers and marketers must be vigilant against the illicit promotion of counterfeit goods via social media influencers and consider the psychological vulnerabilities that make consumers susceptible to such tactics.
- What were the main findings?
- Deviant social media influencers are employed to market counterfeit goods.. Consumers susceptible to these influencers exhibit high trust in digital figures, low risk awareness, high risk appetite, and a tendency to rationalize morally questionable purchases.. Young adults and males are more likely to purchase counterfeit goods endorsed by these influencers.
- What research method was used?
- Empirical research using surveys.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from Deviant Behavior.
- What should I do differently in my next project?
- Brands should monitor social media for unauthorized use of their products and consider implementing strategies to educate consumers about the risks and harms of counterfeit goods.
- What are the limitations?
- The research is based on surveys conducted in the UK, and findings may not be generalizable to all global markets or demographics.