Despite its widespread use and significant impact, influencer marketing is surrounded by uncertainties, ambiguities and controversies, both for practitioners and general public.
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And will it help or harm them? As the looming US presidential election brings these questions into sharper focus, here are some things companies should keep in mind.
While the red Phryge is endearing, the symbol’s fraught global history challenges the narrative of freedom and unity that the Olympics, and its French hosts in particular, want to tell.
The International Olympic Committee has recognised that athletes use their social media accounts to build their personal brands.
Warmth matters more than competence in some areas of business, new marketing research shows.
This morning, breakfast television shows will be reporting obscure, although mildly believable, announcements from organisations and brands – but keep you wits about you!
Despite growing wariness of supermarkets, Australians have an enduring trust for retail brands that sets us apart from other countries.
Companies are using artificial intelligence to personalise products as consumers become more demanding about what they expect from big brands.
Trust in brands may be eroded as awareness of misinformation increases according to new research.
Research explains how to handle the kind of online ‘firestorm’ that X (formerly Twitter) owner Elon Musk is currently experiencing.
Marketers are caught between using traditional marketing practices focused on profit, planned obsolescence and overconsumption, and newer approaches centred on sustainability and social impact.
Of course the NFL is embracing Taylor Swift.
Once a cornerstone for many food retailers, brand loyalty is eroding as consumers prioritize cost savings over long-term brand relationships.
Brands are increasingly taking stances on contentious social issues and facing mass outrage on social media. New research shows that this outrage can benefit brands.
Consumers relate to brands and logos on an emotional level. The response to Elon Musk’s rebranding of Twitter has revealed the emotional connections people have to the brands they use.
Twitter has been officially rebranded to X, in a process many would deem chaotic. But we can still try to make sense of it.
Scrolling TikTok or Instagram causes mental fatigue, which can lead people to purchase items based on how many ‘likes’ an ad has instead of how much value the product will bring them.
Queen Elizabeth II headed up an impressive global brand, the new king must maintain this success
Ads use music, colour and emotion to stress the sustainability of what they’re selling: even when the reality isn’t as attractive.
We should demand greater social responsibility from businesses, but pressuring them to undertake responsibilities that only governments can address is the wrong way to get there.
Top contributors
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Senior Lecturer of Marketing, RMIT University
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Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
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Professor of Journalism and Communication and Director of the Master's Program in Brand Responsibility, University of Oregon
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Associate Professor of Quantitative Marketing and Analytics, Binghamton University, State University of New York; Indiana University
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Associate Professor in Marketing, University of Canterbury
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Emeritus Professor, Brunel University of London
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Assistant Professor in Organization Theory, Aalto University
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Doctoral Candidate, School of Business, Royal Roads University
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Emeritus Professor of Apiculture, University of Sussex
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Professor of Communication, The Ohio State University
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Vartan Gregorian Post-doctoral Fellow in Science Communication, University of Pennsylvania
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Professor of Marketing, University of Southampton
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Professor of Health Service Operations, School of Pharmacy & Medical Sciences, University of Bradford
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Associate professor, UCL