Majority of Irish People Concerned About Transparency in Influencer Marketing
February 23, 2021
Around 51% of Irish people say they are concerned by a lack of transparency in influencer marketing, according to research carried out by Amarach for the Advertising Standards Authority for Ireland (ASAI).
The research also found that 59% consider influencers who do not seem authentic to be ‘annoying’ while 57% get ‘annoyed’ at seeing too much sponsored content in their posts.
The research looks at the growing influencer industry in Ireland and reveals the impact on consumer behaviour and attitudes. The survey results are based on the views of 1,224 participants across a broad demographic, interviewed online and representative of the adult population.
ASAI Research Highlights Lack of Trust in Influencer Marketing
December 18, 2020
New research carried out by the Advertising Standards Authority of Ireland (ASAI) shows that 80% of people believe that digital advertising should be regulated in the same way that traditional advertising is.
The research, which was carried out by Amarach Research, sought the views of 1,224 people and covers digital advertising, social media and influencer marketing.
When it came to influencer marketing, the research found that 59% said content that appears false, not authentic and it annoys them. In addition only 7% have trust in what influencers post. While younger respondents are more familiar with the practice of influencer marketing (93%), the research found 80% of respondents in the 45-54 age bracket surveyed believe greater regulation is required in the influencer marketing industry, with 76% of under 35s also in agreement. In addition, just 19% believe influencer content is respons