Social media: The impact of advertising, endorsements and trust among consumers

Abstract

Perception on social media is paramount. For this reason, many regular users have developed a tolerance for inaccuracy or dishonesty. Indeed, there is a basic expectation that a person’s online persona will differ from how they present offline. This also is the case for many brands. Advertising and celebrity endorsements are rife on social media, and most users recall seeing such communications on a regular basis. From Twitter, to Facebook, to Twitch, social media networks are here to stay and have attracted many different demographics, resulting in greater opportunities for brands to communicate their wares to all manner of consumers. Brands have plenty of opportunities to find their voice — but even when they approach authenticity, users may still doubt their motivations. This paper reports on in-depth research conducted by YouGov to ascertain consumer perceptions towards social media networks, advertisements and celebrity endorsements, and the opportunities (and pitfalls) that brands face.