{"id":50,"date":"2018-03-12T11:58:53","date_gmt":"2018-03-12T10:58:53","guid":{"rendered":"http:\/\/corradomanenti.it\/?p=50"},"modified":"2024-09-03T10:11:39","modified_gmt":"2024-09-03T10:11:39","slug":"the-use-of-influencers-can-negatively-influence-brand-perception","status":"publish","type":"post","link":"https:\/\/www.corradomanenti.it\/en\/luso-di-influencer-puo-influenzare-negativamente-la-percezione-del-brand\/","title":{"rendered":"Can the use of influencers negatively influence brand perception?"},"content":{"rendered":"<pre class=\"wp-block-preformatted\">Gianluca Vacchi For F**K Project and Vittorio Sgarbi For Sartoria Tramarossa\n<\/pre>\n\n\n\n<!--more-->\n\n\n\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/ZA4HR692WOY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p>A recent British study has shown that influencer marketing negatively affects the perception of brands.<\/p>\n\n\n\n<p>As many as 44% of the respondents expressed very mixed opinions on how the brand and infuencer relate and how it can even be detrimental to the perception of the company and the end product.<\/p>\n\n\n\n<p>Dealing with a so-called influencer or Celebrities can create countless inconveniences. And in recent months, some rather egregious cases have emerged.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>After all, we are talking about people who are charged with displaying the essence of our brand in their lifestyle.<\/p>\n\n\n\n<p>The emotional benefits of buying our products.<\/p>\n\n\n\n<p>They make us see the emotional side, they create the 'dream' around our product.<\/p>\n\n\n\n<p>As I often say with my motto you have to be 'aspirational' otherwise people won't buy you.<\/p>\n\n\n\n<p>But after all, even influencers are still human beings with all their strengths and weaknesses.<\/p>\n\n\n\n<p>Do you remember Gianluca Vacchi? Who? Probably not, that's the problem!<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" alt=\"0?e=2120054400&amp;v=alpha&amp;t=M OnNXsBvcSqWz3I0OYH2r N1cGS4wJZ3ZrUlr3WNyw\" title=\"Can the use of influencers negatively influence brand perception?\"><\/figure>\n\n\n\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><\/div>\n\n\n\n<p>The subject in question last summer was a testimonial for EFFE K, a well-known and always provocative swimwear brand.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" alt=\"0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48 KQLw2jAdlA\" title=\"Can the use of influencers negatively influence brand perception?\"><\/figure>\n\n\n\n<div class=\"slate-resizable-image-embed\"><\/div>\n\n\n\n<p>Of course, provoking and generating controversy have always been a weapon to generate attention for one's brand and get people talking about it, but it is a double-edged sword. Just think of the big scandal that involved him a few months later.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>A well-known problem of contemporary image advertising is the desire to go 'viral' and 'let people talk about it' at all costs. to reflexively exploit a (heterogeneous and poorly profiled) pool of celebrity followers in order to cope with obvious shortcomings in marketing strategies. One then forgets the basics:&nbsp;<strong>Any form of advertising must necessarily convey a message that reinforces brand positioning<\/strong>just as the use of a testimonial or influencer must be used with caution and above all with consistency.<\/p>\n<\/blockquote>\n\n\n\n<p>And let's face it! Sgarbi in jeans we've never seen before \ud83d\ude09<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>https:\/\/www.youtube.com\/watch?v=FNI9-nErbJA&amp;t=3s<\/li>\n\n\n\n<li>https:\/\/www.prweek.com\/article\/1457215\/influencer-marketing-damages-publics-perception-brands-survey-finds#E2GRueljDCzrLt38.99<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Gianluca Vacchi For F**K Project and Vittorio Sgarbi For Sartoria 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negativamente la percezione dei brand.\n\nBen 44% degli intervistati ha infatti espresso pareri molto contrastanti sulle modalit\u00e0 con cui il brand e gli infuencer si relazionano e come addirittura possa essere dannoso per la percezione della societ\u00e0 e del\u00a0prodotto finale.\n\nAvere a che fare con un\u00a0cosiddetto\u00a0influencer o Celebrities pu\u00f2 creare innumerevoli inconvenienti. E in questi\u00a0mesi sono emersi casi\u00a0piuttosto\u00a0ecclatanti.\n\n<!--more-->\n\nDopotutto stiamo parlando di persone che sono incaricate di mostrare nel loro stile di vita l\u2019essenza del nostro brand.\n\nI benefici\u00a0emotivi che derivano dall\u2019acquisto dei nostri prodotti.\n\nCi fanno vedere il lato emozionale, creano il\u00a0\u201csogno\u201dattorno al nostro prodotto.\n\nCome dico spesso con il mio motto devi essere\u00a0\u201caspirazionale\u201d altrimenti la gente non ti comprer\u00e0.\n\nMa dopotutto anche gli influencer restano pure sempre esseri umani con tuti i loro pregi e difetti.\n\nVe lo ricordate Gianluca Vacchi? Chi?Probabilmente no, \u00e8 questo il problema!\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><img src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" data-media-urn=\"urn:li:digitalmediaAsset:C5612AQEzqPSNA6bMAA\" data-li-src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" \/><\/div>\nIl soggetto in questione la scorsa estate \u00e8 stato\u00a0testimonial di EFFE K noto marchio di costumi da sempre provocatorio.\n<div class=\"slate-resizable-image-embed\"><img src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" data-media-urn=\"urn:li:digitalmediaAsset:C5612AQH21Jsc4To9uw\" data-li-src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" \/><\/div>\nCerto provocare e generare controversie sono da sempre un arma per generare attenzione sul proprio marchio e far parlare di se, un arma per\u00f2 a doppio taglio. Basti pensare al grande scandalo che pochi mesi dopo lo coinvolse.\n<blockquote>Problema ben noto della pubblicit\u00e0 d'immagine contemporanea \u00e8 il voler diventare a tutti i costi \"virale\" e \"che se ne parli\" , sfruttare di riflesso un bacino (eterogeneo e mal profilato) di follower di personaggi famosi per fronteggiare evidenti lacune nelle strategie di marketing.\u00a0Ci si dimentica poi delle basi:\u00a0<strong>Qualsiasi forma di advertising deve necessariamente veicolare un messaggio che rafforzi il posizionamento del brand<\/strong>, cos\u00ec come l'uso di un testimonial o influencer deve essere usato con cautela e sopratutto con coerenza.<\/blockquote>\nE diciamocelo! 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