False Product Reviews on Social Media by Influencers: Lessons Learned from Five Magic Skin Products
Keywords:
False product reviews, influencer marketing, message component, message approachAbstract
This study has two objectives: 1) to investigate how false product reviews of Magic Skin products on social media were presented by influencers based on message components and approaches; and 2) to examine what type of influencers are involved in these false product reviews. Using both quantitative and qualitative content analysis of 73 false product reviews of five Magic Skin products (Fern Shi- No-Bi Vitamin, Fern Cleo, Slim Milk, Mezzo Serum, and Mezzo Facial Soap) by 59 Thai influencers on social media, the results of content analysis in terms of message component yield that these false product reviews were mainly in the forms of photo captions or Instagram comments presented in three patterns of a half body shot photograph of influencer(s) with the reviewed product and/or its package. As for message approach, the analysis results indicate that words associated with beauty ideal, product benefits, unique selling proposition (USP), testimonials, and product- as-hero were used by influencers in their reviews. Two types of influencers are involved in these false product reviews; conventional celebrities outnumbered the Internet idols. The findings offer not only valuable lessons for regulatory agencies and consumers, but also several future research topics for academics as well as useful managerial implications.
References
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Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209 – 234.
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Arens, W., Weigold, M., & Arens, C. (2011). Contemporary advertising and integrated marketing communications. (14th Eds.). New York: McGraw-Hill.
Belch, G. E., & Belch, M. A. (2007). Advertising and promotion: An integrated marketing communications perspective. New York: McGraw-Hill.
Blakeman, R. (2007). Integrated marketing communication: Creative strategy from idea to implementation. Lanham, MD: Rowman & Littlefield Publishers.
Boyd, T. C., & Shank, M. D. (2004). Athletes as product endorsers: The effect of gender and product relatedness. Sport Marketing Quarterly, 13, 82-93.
Braunstein, J. R. (2006). Influence of product-endorser matchup on consumer’s purchase intentions of (non-sports) endorsed products (Doctoral dissertation, University of Florida). Retrieved October 21, 2018 from http://ufdcimages.uflib.ufl.edu/UF/E0/01/45/61/00001/braunstein_j.pdf
Cambridge Dictionary. Definition of product review. Retrieved October 21, 2018 from https://dictionary.cambridge.org/dictionary/english/product-review.
Celebrities facing charge of false advertising for Magic Skin. (2018, April 29). Thairath. Retrieved June 10, 2018 from https://www.thairath.co.th/content/1266462
Channel Signal. (2018). Five ways marketers are using product reviews in advertising. Retrieved October 22, 2018 from https://channelsignal.com/blog/5-ways-marketers-using-product-reviews-advertising/
Combley, R. (2011). Influencer. Oxford Business English dictionary. Retrieved April 6, 2017 from http://dictionary. cambridge.org/dictionary/english/influencerCosmetics and Personal Care – Thailand. Statista Market Forecast. https://www.statista.com
Consumer Protection Act B.E. 2522 (1979) (Th.).
Cosmetics Act B.E. 2535 (1992) (Th.).
Decrop, A. (2007). The influence of message format on the effectiveness of print advertisements for tourism destinations. International Journal of Advertising, 26(4), 505 - 525.
Einarsdóttir, V. A. (2017). “From celebrities to the girl next door”: Influencer marketing with a special focus on the social media platform, Instagram. (Unpublished master’s thesis). University of Iceland, Iceland.
Eisend, M. & Langner, T. (2010). Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 29(4), 527 – 546.
Fink, J. S., Cunningham, G. B., & Kensicki, L. J. (2004). Utilizing athletes as endorsers to sell women’s sport: Attractiveness versus expertise. Journal of Sport Management, 18, 350-367.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90 – 92.
Jordaan, Y., Ehlers, L., & Grove, J. M. (2011). Advertising credibility across media channels: Perceptions of Generation Y consumers. Communicare: Journal for Communication Sciences in Southern Africa/Tydskrifvir Kommunikasiewetenskappe in Suider-Afrika, 30(1), 1-20.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11, 954-961.
Kamins, M. A. (1989). Celebrity and non-celebrity advertising in a two-sided context. Journal of Advertising Research, 29(3), 34-42.
Kamins, M. A. (1990). An investigation into the match-up-hypothesis in celebrity advertising: When beauty be only skin deep. Journal of Advertising, 19(1), 4-13.
Kardes, F. R., Cline, T. W., & Cronley, M. L. (2011). Consumer behavior: Science and practice. (International Ed.). Singapore: South-Western, Cengage Learning.
Koekemoer, L. (2004). Marketing communications. (2nd Eds.). Cape Town, South Africa: Juta and Company Ltd.
Lessons from Magic Skin: Don’t trust only if there is a FDA certification number. Don’t trust only if stars endorsed the products. (2018, April 28). Manager Online. Retrieved June 30, 2018 from https://mgronline.com/daily/detail/9610000041403).
Moriarty, S., Mitchell, N., & Wells, W. (2015). Advertising & IMC principles and practice (10th Eds.). Boston: Pearson.
Morris, J. (April 29, 2018). Fake Thai slimming product revealed as just milk powder as Thai police investigate. Thai Examiner.com.
Netizens collected Magic Skin presenters’ photos. Officials are about to prosecute them if involved with sales. (2018, April 22). Manager Online. Retrieved from https://mgronline.com/onlinesection/detail/9610000039682
O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (2009). Advertising and integrated brand promotion. London: Cengage Learning.
Online Reporters. (2018, April 26). Police call in celebs over misleading magic skin ads. Bangkok Post. Retrieved June 20, 2018 from https://www.bangkokpost.com/news/crime/1453022/police-call-in-celebs-over-misleading-magic-skin-ads’
Ouwersloot, H. & Duncan, T. (2008). Integrated marketing communications. New York: McGraw-Hill.
Release seven stars in the first lot due to their involvement with Magic Skin. (2018, April 23). Spring News. Retrieved June 5, 2018 from https://www.springnews.co.th/view/243622
Saul, H. (March 27, 2016). Instafamous: Meet the social media influencers redefining celebrity. Independent. Retrieved October 22, 2018 from https://www.independent.co.uk/news/people/instagram-model-natasha-oakley-iskra-lawrence-kayla-itsines-kendall-jenner-jordyn-woods-a6907551.html
Scattergood, G. (March 6, 2017). Thailand’s top three supplement and functional food trends as beauty bubble begins to burst: Infographic. Nutraingredients-Asia.com. Retrieved June 29, 2018 from https://www.nutraingredients-asia.com/Article/2017/03/06/Thailand-s-topthree-supplement-and-functional-food-trends-as-beauty-bubble-begins-to-burst-Infographic
Seven famous stars in the first lot are in line for being investigated on their involvement in Magic Skin product reviews. (2018, April 25). Line Magazine. Retrieved June 10, 2018 from https://line-mag.com/ดราม่าดารา/เมิจิกสกิน
Sivesan, S. (2013). Impact of celebrity endorsement on brand equity in cosmetic product. International Journal of Advanced Research in Management and Social Sciences, 2(4), 1 – 11.
Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded Theory procedures and techniques. Newbury Park: Sage.
Sukamolson, S. (2009). Content Analysis. Training materials by Chulalongkorn University Language Institute.
The Free Encyclopedia Dictionary. Retrieved June 29, 2018 from https://legal-dictionary.thefreedictionary.com/False+Advertising
The International Trade Administration (ITA), U.S. Department of Commerce. (June 29, 2016). Healthcare Resource Guide: Thailand. Retrieved June 12, 2018 from https://2016.export.gov/industry/health/healthcareresourceguide/eg_main_092301.asp
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.
Torn, F. (2012). Revisiting the match-up hypothesis: Effects of brand-incongruent celebrity endorsements. Journal of Current Issues and Research in Advertising, 33(1), 20-36.
Turner, A. R., & Schabram, F. K. (2012). The bases of power revisited: An interpersonal perceptions perspective. Journal of Organizational Psychology, 12(1), 9 - 18.
Wells, W. (September 17, 1986). How advertising works? Speech to the St.Louis American Marketing Association (AMA).
Wells, W., Moriarty, S., & Burnett, J. (2006). Advertising: Principles and practice. (7th Eds.). Upper Saddle River, New Jersey: Pearson Prentice Hall.
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209 – 234.
Announcement of 39 Items of Magic Skin Cosmetics Product Assessment (April, 2018). http://www.govesite.com/fda8riew/information.php?iid=20180327150917xAg-VO0v
Arens, W., Weigold, M., & Arens, C. (2011). Contemporary advertising and integrated marketing communications. (14th Eds.). New York: McGraw-Hill.
Belch, G. E., & Belch, M. A. (2007). Advertising and promotion: An integrated marketing communications perspective. New York: McGraw-Hill.
Blakeman, R. (2007). Integrated marketing communication: Creative strategy from idea to implementation. Lanham, MD: Rowman & Littlefield Publishers.
Boyd, T. C., & Shank, M. D. (2004). Athletes as product endorsers: The effect of gender and product relatedness. Sport Marketing Quarterly, 13, 82-93.
Braunstein, J. R. (2006). Influence of product-endorser matchup on consumer’s purchase intentions of (non-sports) endorsed products (Doctoral dissertation, University of Florida). Retrieved October 21, 2018 from http://ufdcimages.uflib.ufl.edu/UF/E0/01/45/61/00001/braunstein_j.pdf
Cambridge Dictionary. Definition of product review. Retrieved October 21, 2018 from https://dictionary.cambridge.org/dictionary/english/product-review.
Celebrities facing charge of false advertising for Magic Skin. (2018, April 29). Thairath. Retrieved June 10, 2018 from https://www.thairath.co.th/content/1266462
Channel Signal. (2018). Five ways marketers are using product reviews in advertising. Retrieved October 22, 2018 from https://channelsignal.com/blog/5-ways-marketers-using-product-reviews-advertising/
Combley, R. (2011). Influencer. Oxford Business English dictionary. Retrieved April 6, 2017 from http://dictionary. cambridge.org/dictionary/english/influencerCosmetics and Personal Care – Thailand. Statista Market Forecast. https://www.statista.com
Consumer Protection Act B.E. 2522 (1979) (Th.).
Cosmetics Act B.E. 2535 (1992) (Th.).
Decrop, A. (2007). The influence of message format on the effectiveness of print advertisements for tourism destinations. International Journal of Advertising, 26(4), 505 - 525.
Einarsdóttir, V. A. (2017). “From celebrities to the girl next door”: Influencer marketing with a special focus on the social media platform, Instagram. (Unpublished master’s thesis). University of Iceland, Iceland.
Eisend, M. & Langner, T. (2010). Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 29(4), 527 – 546.
Fink, J. S., Cunningham, G. B., & Kensicki, L. J. (2004). Utilizing athletes as endorsers to sell women’s sport: Attractiveness versus expertise. Journal of Sport Management, 18, 350-367.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90 – 92.
Jordaan, Y., Ehlers, L., & Grove, J. M. (2011). Advertising credibility across media channels: Perceptions of Generation Y consumers. Communicare: Journal for Communication Sciences in Southern Africa/Tydskrifvir Kommunikasiewetenskappe in Suider-Afrika, 30(1), 1-20.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11, 954-961.
Kamins, M. A. (1989). Celebrity and non-celebrity advertising in a two-sided context. Journal of Advertising Research, 29(3), 34-42.
Kamins, M. A. (1990). An investigation into the match-up-hypothesis in celebrity advertising: When beauty be only skin deep. Journal of Advertising, 19(1), 4-13.
Kardes, F. R., Cline, T. W., & Cronley, M. L. (2011). Consumer behavior: Science and practice. (International Ed.). Singapore: South-Western, Cengage Learning.
Koekemoer, L. (2004). Marketing communications. (2nd Eds.). Cape Town, South Africa: Juta and Company Ltd.
Lessons from Magic Skin: Don’t trust only if there is a FDA certification number. Don’t trust only if stars endorsed the products. (2018, April 28). Manager Online. Retrieved June 30, 2018 from https://mgronline.com/daily/detail/9610000041403).
Moriarty, S., Mitchell, N., & Wells, W. (2015). Advertising & IMC principles and practice (10th Eds.). Boston: Pearson.
Morris, J. (April 29, 2018). Fake Thai slimming product revealed as just milk powder as Thai police investigate. Thai Examiner.com.
Netizens collected Magic Skin presenters’ photos. Officials are about to prosecute them if involved with sales. (2018, April 22). Manager Online. Retrieved from https://mgronline.com/onlinesection/detail/9610000039682
O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (2009). Advertising and integrated brand promotion. London: Cengage Learning.
Online Reporters. (2018, April 26). Police call in celebs over misleading magic skin ads. Bangkok Post. Retrieved June 20, 2018 from https://www.bangkokpost.com/news/crime/1453022/police-call-in-celebs-over-misleading-magic-skin-ads’
Ouwersloot, H. & Duncan, T. (2008). Integrated marketing communications. New York: McGraw-Hill.
Release seven stars in the first lot due to their involvement with Magic Skin. (2018, April 23). Spring News. Retrieved June 5, 2018 from https://www.springnews.co.th/view/243622
Saul, H. (March 27, 2016). Instafamous: Meet the social media influencers redefining celebrity. Independent. Retrieved October 22, 2018 from https://www.independent.co.uk/news/people/instagram-model-natasha-oakley-iskra-lawrence-kayla-itsines-kendall-jenner-jordyn-woods-a6907551.html
Scattergood, G. (March 6, 2017). Thailand’s top three supplement and functional food trends as beauty bubble begins to burst: Infographic. Nutraingredients-Asia.com. Retrieved June 29, 2018 from https://www.nutraingredients-asia.com/Article/2017/03/06/Thailand-s-topthree-supplement-and-functional-food-trends-as-beauty-bubble-begins-to-burst-Infographic
Seven famous stars in the first lot are in line for being investigated on their involvement in Magic Skin product reviews. (2018, April 25). Line Magazine. Retrieved June 10, 2018 from https://line-mag.com/ดราม่าดารา/เมิจิกสกิน
Sivesan, S. (2013). Impact of celebrity endorsement on brand equity in cosmetic product. International Journal of Advanced Research in Management and Social Sciences, 2(4), 1 – 11.
Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded Theory procedures and techniques. Newbury Park: Sage.
Sukamolson, S. (2009). Content Analysis. Training materials by Chulalongkorn University Language Institute.
The Free Encyclopedia Dictionary. Retrieved June 29, 2018 from https://legal-dictionary.thefreedictionary.com/False+Advertising
The International Trade Administration (ITA), U.S. Department of Commerce. (June 29, 2016). Healthcare Resource Guide: Thailand. Retrieved June 12, 2018 from https://2016.export.gov/industry/health/healthcareresourceguide/eg_main_092301.asp
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.
Torn, F. (2012). Revisiting the match-up hypothesis: Effects of brand-incongruent celebrity endorsements. Journal of Current Issues and Research in Advertising, 33(1), 20-36.
Turner, A. R., & Schabram, F. K. (2012). The bases of power revisited: An interpersonal perceptions perspective. Journal of Organizational Psychology, 12(1), 9 - 18.
Wells, W. (September 17, 1986). How advertising works? Speech to the St.Louis American Marketing Association (AMA).
Wells, W., Moriarty, S., & Burnett, J. (2006). Advertising: Principles and practice. (7th Eds.). Upper Saddle River, New Jersey: Pearson Prentice Hall.
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Published
2018-12-28
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Punnahitanond, R. (2018). False Product Reviews on Social Media by Influencers: Lessons Learned from Five Magic Skin Products. ASEAN Journal of Education, 4(2), 61–71. Retrieved from https://so01.tci-thaijo.org/index.php/AJE/article/view/180524
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