E-Commerce and Live Stream Slip-Ups: Sic Transit Gloria Italian Top Influencer Chiara Ferragni. Uncovering New Attitudes in both Consumer Behavior and Brand Strategies
Journal Title: International Journal of Social Science And Human Research - Year 2024, Vol 7, Issue 06
Abstract
For those unacquainted with Latin brocards, the title alludes to the downfall of the Italian influencer Chiara Ferragni, currently embroiled in a significant scandal. In contemporary times, numerous international brands resort to influencers to endorse and bolster the sales of their products. Among the various prominent figures, such as footballers, singers, and actors, the 36-year-old Chiara Ferragni distinctly stands out as one of the most renowned fashion bloggers, a designated celebrity, and an influential opinion leader on the global stage. In a span of just a few years, Ferragni successfully established an extensive economic and commercial empire, facilitating the launch and sale of products bearing her name. Moreover, she became a pivotal figure for numerous luxury companies, leveraging her media influence to enhance their profitability, constituting the foundational underpinning of social influencer marketing. Over time, Ferragni endorsed a myriad of products from renowned brands, spanning clothing, female beauty accessories, and food products, amassing a current fortune of 45 million euros. However, on December 15, 2023, the Italian Antitrust Authority (AGCM) imposed a fine of over 1 million euros on Ferragni for deceptive advertising practices and consumer deception. According to the AGCM, the influencer omitted pertinent information in her online advertisements, disseminated false information, and employed forms of undue influence. Subsequently, Ferragni also faced suspicions of alleged criminal fraud. This qualitative research paper aims to explore the ongoing investigations, Ferragni’s defense strategies, and the reactions of her followers and clients. The findings reveal a trend where numerous significant brands are severing ties with Ferragni as sponsors, leading to an erosion of consumer trust in the influencer category, and prompting a shift towards a more discerning consumer attitude.
Authors and Affiliations
Piermauro Catarinella, Suhardi Kram,Aziz Bin Hashim
Keywords
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- EP ID EP736703
- DOI 10.47191/ijsshr/v7-i06-37
- Views 57
- Downloads 0
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