4 thoughts on ““The closer you look, the less you’ll see”

  1. reneeyong says:

    Hi Hazel,

    At this day and age, ‘influencer marketing’ is fast becoming ‘the next big thing in advertising’ and avid social media users like us are sure to catch on with these marketing tactics. Just a quick search on Google reveals a slew of articles depicting the increase in social media marketing expenditure. Good work in bringing up the infamous Gushcloud example! However, I would’ve liked to see you cover more base with research on the measures that can be/were taken to counter the issue of unethical marketing. How do you think companies should prepare themselves for making the move to influencer marketing? What are some suggestions you might have?

    You mentioned that “the ones promoting the product or service was not truthful”, in this case, how can companies ensure that the influencers they have engaged are trustworthy? As future marketers, we need to be wary of such occurrences and know how to handle them accordingly 🙂



  2. doxjt says:

    Hi Hazel! The interactive nature and speed of social media makes it an effective marketing tool, however poses ethical challenges. (Ibe, 2011) I agree of your example on how companies use bloggers to promote their products and services raises an ethical issue. Putting myself in the audiences’ viewpoint, I would feel cheated if the particular review or feedback were sponsored and biased towards the organization, especially if an influential person posted it on social media. To support this, the institute of business ethics (2011) stated that it is normal for a business to pay for reviews as a form of advertorial; however, it should be declared that it is representing the company’s interest, in order to avoid misleading consumers.

    To question, how would you view employees using social media on behalf of the company? Would it raise an ethical challenge? After researching, Raysman(2012), mentioned that employers should determine whether to encourage or discourage the use social media by employees in order to avoid confusion in workplace. It is important to determine who has these rights to ensure consistency, trustworthiness and validity. (Raysman, 2012).


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