WHAT ARE THE NEGATIVE EFFECTS OF INFLUENCER MARKETING ON COMPULSIVE BUYING TENDENCIES? A STUDY OF THE ROLE OF COGNITIVE VULNERABILITY IN DEVELOPING MARKETING TECHNIQUES
There is a growing significance in having to realize the urgency of the dangers of modern marketing tactics, specifically influencer marketing. The growth of the internet, technology and social media has complemented companies to try and shift most of all their marketing tactics to internet marketin...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68222 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | There is a growing significance in having to realize the urgency of the dangers of modern marketing tactics, specifically influencer marketing. The growth of the internet, technology and social media has complemented companies to try and shift most of all their marketing tactics to internet marketing. A big channel for marketing your products or services on the internet is influencer marketing. This is done by gathering influencers with a big following, in order to increase brand awareness in exchange of compensation from the companies to influencers. The discreet side of influencer marketing is that sometimes they set unrealistic expectations for their viewers as they compare and try their best to live a life like theirs, but do not have the financial power to do so. This is dangerous for audiences with compulsive buying tendencies, as they have little to no control towards their purchase decisions. This research aims to find out whether or not audiences have unfavorable sentiments towards marketing, and if audiences who have tendencies to compulsively shop would be better off with a more filtered approach towards modern marketing tactics. This research follows a quantitative approach, with an additional section of validity through established theories. A convenient sample of 100 people will be asked to fill in a three-part questionnaire in order to be able to answer the research questions and will further be validated by analyzing the Binomo Trading App fraud case study in Indonesia, following the “Assessing Immorally Manipulative Marketing Tactics” framework established by Slomo Sher in 2011. The results show that audiences who would have tendencies to compulsively buy have unfavorable sentiment towards influencer marketing, and is further explained by analyzing the psychological side of the victims of the fraud. Finally, it is recommended by the author for marketers to take a more considerable approach to marketing their products in order to minimize unwanted purchase decisions from people with the tendencies to compulsively shop. |
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