Numerous enterprises adopt promotion strategies involving in well-known people. In my opinion, this trend, despite being somewhat disadvantageous, can bring about far more significant benefits regarding effective product information channels for customers and quality product verification before customer’s purchasing decisions.
On the one hand, I believe promoting commodities by using famous people will gain more good than harm. First, consumers can easily access the information such as the launch of new articles and discount programs. Each notable people often has their own fans who always follow and support them. Fans as well as their audience are able to easily access the details provided by the notable ones. For example, a wide variety of companies in Vietnam are cooperating with influencers and popular reviewers on ecomercial platform such as Shopee and Lazada. They not only bring the items’ details but also offer the buyers a lot of vouchers and discount coupons. Second, people can feel secure when purchasing the goods used by the popular people. To be more specific, their prestige can be a trustworthy verification about the quality of commodities. For instance, many influencers tend to review about food by eating it in a live stream. Their reaction as well as their compliments helps audiences make conscious purchasing decisions.
On the other hand, there are some downsides to use celebrities to promote articles. Some celebrities do not really use the items, they just give feedback and comment based on the instruction of the producers. In fact, they recommend the consumers to use this item just because they are paid an amount of money. For example, many famous actors in Viet Nam exaggerated about functional foods’ benefits without using them. As a result, consumers who trusted the actors were disappointed.
In conclusion, while using well-known people to promote products may have some potential drawbacks, the benefits of that trend are far more significant regarding accessing effectively the information and verifying the quality of products before purchasing.