Influencer marketing is an informal way of promoting a brand through individuals who are liked, followed, and trusted among netizens by millions.
The over-exaggeration of a product or service, known as puffery, is one of the most popular strategies of conventional advertising that has entered the scene of influencer marketing. Does this practice broaden influencer capital (likes, shares, followers) or fuel trust conflict among their followers? Hanane shares the dangers of puffery through her story.
Hanane, meaning tenderness in Arabic, grew up during the civil war that tore her homeland Algeria to the ground by radical groups. Not letting that dark period deter her from pursuing higher education. Hanane not only obtained an engineering degree in electronics, she has also committed herself to provide opportunities for others and increasing Algerian female participation in STEM. She worked as an electronic engineer for the Ministry of Telecommunications for five years and was awarded a master’s scholarship from KOICA. She served as a researcher coordinating technology transfers between Korea and Algeria during her master’s degree.
Hanane has recently received her Ph.D. in business technology management from KAIST. Her research interests include social media, consumer behavior, and the application of merging technologies such as artificial intelligence, data mining, and natural language processing in marketing. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at [ Ссылка ]
