They stressed individualised approaches to determine the benefits and harms of social media on young people’s mental health…reports Asian Lite News
Social media use does not raise the risk of depression in all adolescents, revealed a study on Wednesday which found parental hostility and peer bullying as major risk factors driving teenagers to mental health conditions.
Early social media use has previously been linked with an increased risk of depression among teenagers and young adults.
The findings, published in the Journal of Adolescence, suggest that social media use does not impact all adolescents in the same way.
Researchers from Brigham Young University in the US found certain factors may make social media more risky or protective regarding depression.
These include greater parental hostility, peer bullying, anxiety, reactivity to stressors, and lower parental media monitoring.
“If the teenager is already in a vulnerable position (being bullied or having hostile parents or parents who don’t monitor their teenager’s media), then social media is much more likely to be harmful,” said corresponding author W. Justin Dyer, from the varsity.
Dyer said, “This is especially true if there is more than 3 hours of use a day.”
On the contrary, warm and supportive friends and parents and “moderate amounts of social media use (less than 3 hours a day) may be a good thing.”
They stressed individualised approaches to determine the benefits and harms of social media on young people’s mental health.
Dyer noted that adolescents can greatly benefit if parents guide them “as they navigate social media. That guidance may make all the difference.”
The study is based on 488 adolescents living in the US who were surveyed once a year for 8 years (beginning in 2010 when the average age for participants was 13 years old).
Analysts from Israeli tech company Cyabra found that 15 percent of X accounts praising former President Donald Trump and criticizing President Joe Biden are fake.
Fake accounts posting about the US presidential election are proliferating on the social media platform X, according to a social media analysis company’s report shared with Reuters exclusively ahead of its release on Friday.
Analysts from Israeli tech company Cyabra, which uses a subset of artificial intelligence called machine learning to identify fake accounts, found that 15 percent of X accounts praising former President Donald Trump and criticizing President Joe Biden are fake. The report also found that 7 percent of accounts praising Biden, a Democrat, and criticizing Trump, a Republican, are fake.
Cyabra’s study is based on a review of posts on the X platform, formerly known as Twitter, over two months beginning March 1. The review included analyzing popular hashtags and determining sentiment in terms of whether posts are positive, negative or neutral.
The analysis shows that newly detected fake accounts had increased up to tenfold during March and April.
The report cites 12,391 inauthentic pro-Trump profiles out of 94,363 total and 803 inauthentic pro-Biden profiles out of 10,065 total.
A spokesperson for X did not respond to a request for comment about the fake accounts, nor did representatives from the White House and Trump campaign.
X and other social media platforms have been under greater scrutiny since 2016, when Russia interfered in the US presidential election in an attempt to boost Trump’s candidacy and harm his opponent, Democrat Hillary Clinton. Election officials and online misinformation experts are again watching for misleading narratives ahead of the Nov. 5 election.
The fake accounts praising Trump this cycle are part of a coordinated campaign to sway public opinion and influence online discussions, Cyabra said. The report did not identify the individuals or groups behind the campaign.
Cyabra said it made that determination based on evidence including the use of identical hashtags and the fact that fake accounts published posts and comments at the same time. The report found that the fake pro-Trump accounts pushed two main messages: “Vote for Trump” and “Biden is the worst president the US has ever had.”
“The level of coordination suggests that there is a nefarious objective and that there is a whole operation in order to change people’s opinion,” said Cyabra’s vice president, Rafi Mendelsohn.
The fake accounts backing Biden are not part of a coordinated campaign, the report said, as the hallmarks of a coordinated campaign — such as fake accounts posting at the same time — were not identified.
X, which was publicly held until its 2022 takeover by billionaire Elon Musk, has long downplayed the use of fake accounts on its platform. Twitter said in May 2022 that fewer than 5 percent of its daily active users were “false or spam” based on an internal review of accounts. At the time, Cyabra had estimated that 13.7 percent of Twitter profiles were inauthentic.
In an X post on April 4, Musk wrote that a “system purge of bots and trolls” was under way and that the company “will be tracing the people responsible and bringing the full force of the law to bear upon them.” In October the company tested its “Not a Bot” program in New Zealand and the Philippines to combat bots and spammers.
Officials shared that “any future attempts to spread misleading information or disrupt societal harmony will be met with stringent legal consequences….reports Asian Lite News
In light of the forthcoming Lok Sabha elections, authorities have intensified social media monitoring to safeguard public peace and ensure citizens’ safety.
The Cyber Crime Social Media Monitoring Cell in Gujarat, operating under the guidance of the Crime Branch and Cyber Crime Branch, remains vigilant on platforms like Facebook, officials shared on Tuesday.
The Ahmedabad Police’s Cyber Crime Branch on Tuesday arrested two individuals who had circulated a manipulated video of Home Minister Amit Shah on Facebook.
Dr. Lavina Sinha, Deputy Commissioner of Police for Cyber Crime, announced that the suspects, identified as Satish Vansola of Palanpur and Rahul Bhai Bariya of Limakheda, Dahod, were detained for their involvement in spreading the doctored footage.
Both are linked to political parties and allegedly shared the video without confirming its authenticity.
On April 27 an incident involving disseminating a doctored video aimed at sowing discord was promptly addressed.
The video, falsely titled ‘BEF INDIA TU SAUDI ARAB EXPORT,’ depicted cow containers and was posted to incite communal unrest and tarnish reputations.
The Cyber Crime cell has registered a case against the individual responsible for this inflammatory content, highlighting the government’s commitment to maintaining harmony and legality during the election period.
Officials shared that “any future attempts to spread misleading information or disrupt societal harmony will be met with stringent legal consequences. This measure is a part of a broader strategy to prevent the misuse of digital platforms and protect the integrity of the electoral process.
Home Minister’s doctored video
The investigators are yet to receive any response from social media giants X (formerly Twitter) and Meta in connection with a doctored video of Union Home Minister Amit Shah, a source in the Delhi Police’s Special Cell told IANS on Tuesday.
Three persons have been arrested by the police for circulating the fake video so far, two in Gujarat and one in Assam.
“We are trying to trace the origin of the doctored video. A reply from the social media giants is of utmost importance in the case. X, meanwhile, has deleted all the morphed videos from its platform,” said a senior Delhi Police officer privy to the probe.
After registering an FIR, the Special Cell’s IFSO unit, which has been tasked to crack the case, sent a letter to the X seeking details.
Summonses have been issued under Sections 91 and 160 of the Code of Criminal Procedure (CrPC), calling individuals to participate in the probe and provide relevant documents and electronic devices as evidence.
Some sections invoked by the police in the FIR classify the offence as non-bailable.
Over 16 persons, including political leaders, from seven states have been summoned by the Delhi Police in connection with the case.
The Special Cell has also sent teams to Rajasthan, Jharkhand, Nagaland, Uttar Pradesh, Haryana, and Madhya Pradesh as a part of the probe.
On Monday, Telangana Chief Minister Revanth Reddy along with four Telangana Pradesh Congress Committee (TPCC) members — Shiva Kumar Ambala, Asma Tasleem, Satish Manne, and Naveen Pettem — were summoned to appear before the Delhi Police on May 1.
The move followed after the Delhi Police on Sunday registered an FIR after two complaints were received by the police, one from the BJP and another from the Ministry of Home Affairs (MHA).
The controversy erupted after a doctored video surfaced on social media showing Home Minister Amit Shah making statements suggesting the BJP’s intention to annul the reservation provisions for Scheduled Castes (SCs), Scheduled Tribes (STs), and Other Backward Classes (OBCs).
The shutdown that began last Saturday resulted in users across the country being unable to share information.
After almost a week, the popular social media platform ‘X’ is still inaccessible to Pakistanis and the caretaker government has yet to disclose the reason behind the prolonged disruption, Geo News reported.
According to the report, the shutdown that began last Saturday resulted in users across the country being unable to share information.
Caretaker Minister for Information and Technology Dr Umar Saif was not immediately available for a comment and the Pakistan Telecommunication Authority (PTA) has yet to issue a statement on the matter.
“User reports indicate possible problems at X (Twitter),” said website tracker Downdetector.com, Geo News reported.
According to the report, despite being the country among the top internet users globally, Pakistan struggles with internet availability, ranking low compared to its peers, while reportedly authorities intermittently disrupt access to social media platforms.
Ahead of the February 8 general elections, users were unable to access several social media sites, for which authorities concerned blamed an error. However, on the polling day, the internet was shut down to avoid terrorism, according to the caretaker government. Following the sought-after polls, there were repeated disruptions in accessing X.
Internet shutdowns directly contradict constitutionally guaranteed rights like freedom of information (Article 19-A), freedom of speech (Article 19), and freedom of association (Article 17). In its February 2018 ruling, the Islamabad High Court declared internet shutdowns against fundamental rights and the Constitution.
Digital rights activists had slammed the authorities’ move to disrupt the access to the social media platform and deplored the utter lack of transparency from the government.
Meanwhile, the Sindh High Court Thursday ordered the Pakistan Telecommunication Authority (PTA) to fully restore the services of social media platform X across the country and sought a detailed response from the authority and other parties at a later hearing, however, the PTA is yet to allow accessibility. (ANI)
The changes mean that users in the EU will be able to use Meta’s services without their information being shared between them…reports Asian Lite News
To comply with the Digital Markets Act (DMA) in the European Union (EU), Meta on Monday announced that the users will be able to unlink their Instagram and Facebook accounts as well as other services.
The Mark Zuckerberg-run company said that it is offering more choices to people using Instagram and Facebook in the EU, European Economic Area (EEA) and Switzerland about how they can use its services and features, as the DMA enters into force in March.
The changes mean that users in the EU will be able to use Meta’s services without their information being shared between them.
People who have already chosen to connect their Instagram and Facebook accounts will be able to continue to connect their accounts so that their information will be used across their Instagram and Facebook accounts.
“They can also manage their Instagram and Facebook accounts separately so that their information is no longer used across accounts,” said Tim Lamb, Director, Competition and Regulatory, Meta.
People using Facebook Messenger can choose whether they wish to continue using Facebook Messenger with their Facebook account, or if they would prefer to create a stand-alone new Messenger account.
People who choose to create a new Messenger account without their Facebook information will be able to use Messenger’s core service offering such as private messaging and chat, voice and video calling, Lamb informed.
Those using Facebook Marketplace can choose between a Marketplace experience that uses their Facebook information or not.
“For people who choose to use their Facebook information for their Marketplace experience, the current Marketplace experience will remain. People who choose not to use their Facebook information for their Marketplace experience will still be able to browse listings and to buy and sell items,” the company informed.
Over the next few weeks, people will receive notifications that will inform them about their ability to choose whether they would like to share information between Meta services.
People who play games on Facebook can choose between a gaming experience that uses their Facebook information or an experience without their Facebook information.
“People in the EU, EEA and Switzerland also have the ability to use Instagram and Facebook for free with ads, or subscribe to stop seeing ads,” said the company.
If people subscribe to stop seeing ads, their information will not be used for ads. This choice rolled out in November last year.
The DMA Act seeks to promote contestability and fairness in digital markets. “We are committed to continue working hard to ensure that Meta’s products in the EU comply with the DMA and deliver value to people,” said the company.
In order to participate, respondents had to use at least one social media channel at least once a week. On average, the participants stated that they spent just over two hours a day on social media…reports Asian Lite News
The use of social media is associated with risks, especially for people with a highly materialistic mindset, as scrolling down content posted by others can increase stress and unhappiness in such users, say researchers.
At the same time, the social media platforms attract materialists anyway, as they are a perfect way to satisfy many materialistic needs, according to the study published in the journal Telematics and Informatics Reports.
The researchers headed by Dr Phillip Ozimek from the Faculty of Psychology at Ruhr University Bochum, Germany, recruited 1,230 people for the study.
In order to participate, respondents had to use at least one social media channel at least once a week. On average, the participants stated that they spent just over two hours a day on social media.
The research team used six different questionnaires to determine the extent to which the participants had a materialistic attitude and tended to compare themselves with others, whether they used social media more actively or passively, whether they were addicted to social media, how stressed and how satisfied they were with their lives.
“The data showed that a stronger materialistic approach goes hand in hand with a tendency to compare oneself with others,” said Ozimek.
This comparison is very easy to make on social media, primarily through passive use — by looking at the content posted by other users.
Materialism and passive use were also linked to addictive use of social media.
“By this we mean, for example, that users are constantly thinking about the respective channels and fear that they are missing out on something if they are not online,” Ozimek added.
This, in turn, leads to symptoms of poorer mental health — stress.
The final link in the chain is reduced life satisfaction. “Social media is one of six stepping stones to unhappiness,” Ozimek noted.
It’s definitely a good idea to be aware of the amount of time you spend on social media and to reduce it, the authors noted.
Taking leverage of the digital age, the industry can invariably build trust among consumers by showcasing their commitment to sustainable and ethical practices…writes Swati Saraf
Riding the digital bandwagon, social media and e-commerce have become an inevitable outcome of robust internet penetration. Where their impact is being felt across industries; even the fashion industry is undergoing a paradigm shift under their influence. Social media and e-commerce together are starkly transforming the way the fashion industry functions. By opening up new avenues for making shopping accessible and convenient for customers, they play a crucial role in exhibiting the wide gamut of choices available to them.
Bringing about discernible modifications in the shopping patterns of consumers, e-commerce and social media can immensely contribute to the growth of the fashion industry. Gauging the wide gamut of benefits they have to offer, let’s understand how together they are redefining the industry.
Embracing sustainability Taking leverage of the digital age, the industry can invariably build trust among consumers by showcasing their commitment to sustainable and ethical practices. Considering that the audience these days is highly woke of the deteriorating state of the environment, they are very conscious of their purchasing choices. In the pursuit to support the cause, they incessantly opt for sustainable fashion and resonate with brands promoting the same. Hence, riding the popularity of social media, the industry can keep the audience well informed about their eco-friendly practices and win their loyalty over time.
Vouching for connected commerce
The confluence of social and digital platforms has revolutionized the Indian fashion industry. Social networking sites like Instagram and Facebook have emerged as powerful tools for fashion brands and designers to showcase their creations, engage with customers, and drive sales. This integration has enabled brands to reach a wider audience base, both domestically and internationally. In the process, it is enabling direct-to-consumer sales through seamless social media shopping experiences. This transformation has democratized the fashion industry, empowering emerging designers and local brands to gain visibility and compete on a global scale.
Omnichannel Retailing for endless choice
The evolution of omnichannel retailing is increasing the availability of choice among consumers. Traditionally, limited physical store space constrained retailers’ ability to showcase their entire inventory. However, with the advent of the omnichannel model, Indian retailers can now seamlessly bridge the gap between online and offline shopping experiences.This innovative approach grants customers access to an extensive array of products, even if they are not physically available in the store. This expanded product range empowers consumers with more choices, reducing the likelihood of out-of-stock situations. Additionally, it is spurring retailers to optimize their supply chains and inventory management systems, to ease shopping for customers.
Elevating shopping experience
Ever since the integration of technology into the industry, there has been a phenomenal change in consumer behavior. Gauging the rising preference for online shopping from the convenience of their home instead of scouting the stores physically, the industry is taking this as an opportunity to provide them with a seamless shopping experience. They are going the extra mile with the help of e-commerce and social media platforms to provide innovative shopping solutions to customers. Harnessing the benefits of advanced technologies such as Artificial Intelligence (AI), Virtual Reality (VR), etc. it is opening the gateway to virtual trail rooms, previously unimaginable by the audience. Moreover, the ability to provide personalized recommendations by taking into account past purchases and individual preferences, it is relentlessly working towards meeting customer satisfaction. Therefore, looking at the omnipresence of technology in recent years, digital platforms can immensely contribute to the fashion industry in staying abreast of the changing trends. By providing the means to amplify the visibility, it is also easing the entire shopping process for the customers while keeping them well-informed at every stage of development. Hence, by infusing loyalty among the customers, it allows the industry to come up with ingenious offerings to enhance the overall experience of the customers.
India is mulling regulation to tame the spread of deepfakes and other user harm that Artificial Intelligence (AI) can bring along…reports Asian Lite News
The IT Ministry will issue advisories to social media intermediaries in the next two days on ensuring 100 per cent compliance on tackling deepfakes and spread of misinformation on their respective platforms, Minister of State for Electronics and IT Rajeev Chandrasekhar said on Tuesday.
During the second ‘Digital India Dialogues’ meeting on misinformation and deepfakes with social media intermediaries, the minister reviewed the progress made since the meeting on November 24, when the Centre had given a seven-day deadline to platforms to tweak their policies as per Indian regulations in order to address the spread of deepfakes.
“Many platforms are responding to the decisions taken last month and advisories on ensuring 100 per cent compliance will be issued in the next two days,” said the minister.
“A new amended #ITRules to further ensure compliance of platforms, and safety and trust of #DigitalNagriks is actively under consideration,” Chandrasekhar added.
Deepfakes could be subject to action under the current IT Rules, particularly Rule 3(1)(b), which mandates the removal of 12 types of content within 24 hours of receiving user complaints.
The government will also take action of 100 per cent of such violations under the IT Rules in the future.
“The intermediaries are further mandated to remove such content within 24 hours upon receiving a report from either a user or government authority. Failure to comply with this requirement invokes Rule 7, which empowers aggrieved individuals to take platforms to court under the provisions of the Indian Penal Code (IPC),” the minister said.
“For those who find themselves impacted by deepfakes, I strongly encourage you to file First Information Reports (FIRs) at your nearest police station,” said Chandrasekhar, adding that the IT Ministry will help aggrieved users in filing FIRs in relation to deepfakes.
India is mulling regulation to tame the spread of deepfakes and other user harm that Artificial Intelligence (AI) can bring along.
The Delhi High Court on Monday sought Central government’s response in a PIL regarding the absence of regulations for AI and deepfake technologies in the country.
As the Indian government takes a tough stand on AI-generated fake content, especially deepfakes, Google said late last month the company’s collaboration with the Indian government for a multi-stakeholder discussion aligns with its commitment to addressing this challenge together and ensures a responsible approach to AI.
Salman Khan and Shah Rukh Khan were fine with each other and worked in Rakesh Roshan’s ‘Karan Arjun’ together, a hit film by all counts. Both had a common problem with Roshan, though, and jointly decided to never work with him again…writes Vinod Mirani
Looks like there are attempts by vested interests to bring the fans wars over stars on to the streets.
One knows the kind of groups that get into prolonged arguments on X for the star they favour, or are appointed by, or paid occasionally. They also abuse and run down other stars. All they need to do is toe the line their star master has assigned to them.
Okay, so you have been given a task to propagate a star and be more vehement when his film is due, and you are doing your job. Because you believe in your star, or are a part of his promotion team, or just because you have been paid for the job. Just like some so-called critics and influencers are.
But why extend your brief and get into a war of words, mostly foul words, with the lot doing the same thing? You are doing it for one star and they are doing it for another star.
It has come to a phase when no social media user is convinced by these exchanges or war of words, nor do they believe what certain critics and influencers have to say about a film. Also, throwing box office figures at the netizens on social media has become the norm. Not that they care. People either like a film or don’t like it.
As if the fan exchanges on social media were not bad enough, last week someone on X tried to take the social media action out on the streets.
This X ID wanted to go to Mumbai’s Galaxy Gaiety cinema complex in Bandra and tear up the posters of Yash Raj Films’ forthcoming ‘Tiger3’! Why? The film also features Shah Rukh Khan in a special role.
His contention was that the poster should feature Shah Rukh Khan and not Salman Khan. His stand was that Salman Khan’s films were failing in the recent past and Shah Rukh had given two mega hits, ‘Pathaan’ and ‘Jawan’, and if ‘Tiger 3’ succeeded, it will be only because of Shah Rukh Khan.
He announced that he was going to the cinema complex to tear up the posters and invited others to join him, and he challenged those who wanted to stop him.
Galaxy Gaiety complex has its loyal audience who flock to the cinemas every Friday, whichever the film. And, though Salman, Shah Rukh and and Sanjay Dutt are all the local residents of Bandra, traditionally, the audience at this complex consists mostly of Salman Khan and Sanjay Dutt fans. All the whistles and catcalls are reserved for their films.
Salman Khan and Shah Rukh Khan were fine with each other and worked in Rakesh Roshan’s ‘Karan Arjun’ together, a hit film by all counts. Both had a common problem with Roshan, though, and jointly decided to never work with him again.
Their resolve did not last long since Shah Rukh Khan went ahead and worked for Roshan again in ‘Koyla’! This is said to have soured his relationship with Salman.
Tables turn overnight when it comes to stardom.
There were attempts at a rapprochement when Salman started giving hits in a row and Shah Rukh could not. When, finally, it is happening with ‘Tiger 3’, why create bad air? Tiger is a Salman Khan franchise, though the studio may brand it as being part of a Spy Universe, along with ‘Pathaan’ and ‘Jawan’.
Yash Raj Films is in the business of making films and if they started the campaign with a Salman Khan poster, it probably made more business sense to them.
So, what was this lad getting out of inciting violent reactions through X? Who would be foolish enough to get into a street fight either because you are a star’s diehard fan, or were paid to further his cause!
It is called being more loyal than the king in English, but the Hindi phrase would suit him better: Kutta maalik se jyada wafadar (the dog is more loyal than his master)!
Tamil Body Issues Red Card to Four Stars
The South Indian film trade bodies and the state authorities have a big hand in regulating the local film industry. They do not run shy even if disciplinary action needs to be taken against the stars if their stardom goes to their heads.
Filmmaking is a high-stake enterprise today. Innovations such as digital cameras may have made the execution easier and are providing wings to a maker’s imagination, but they also greatly add to the cost of production.
In the South, it matters that all wings of the trade, notably the producer, distributor and exhibitor, survives.
The stars are the one breed that makes money without any financial risk and stand to make money even if others lose. So, the stars have to be answerable and the trade body makes sure they fall in line.
Remember the 2014 film ‘Lingaa’? It was a Rajanikanth film and carried a heavy price tag. The trade considers a Rajanikanth film as a sure-shot guarantee to hit bull’s eye.
But ‘Lingaa’ failed and caused huge losses to its distributors. Like all Rajanikanth films, this film was also hyped big-time resulting in the distributors paying more for their respective regions.
The distributors suffered huge losses and demanded a refund. They threatened to go on strike in front of Rajanikanth’s house.
It was then that the Tamil Film Producers’ Council (TFPC) stepped in. One must say that the Council handled the situation tactfully.
The distributors and exhibitors claimed a loss of Rs 33 crore. RajInikanth and the film’s producer together agreed to pay 30 per cent of the claimed loss, finally settling for a Rs 12.5 crore reimbursement.
The study indicates that the success of the deviant social media influencers lies in exploiting certain consumer characteristics that make them susceptible to their charms…reports Asian Lite News
Counterfeiting has become a global economic crime with far-reaching consequences, and a new study by the University of Portsmouth reveals how social media influencers are facilitating this illicit trade.
This study published in the Deviant Behaviour Journal, marks the first estimate of its kind and highlights the significant impact these influencers have on counterfeit demand. Researchers found that counterfeiters are leveraging the popularity and trust of social media influencers to promote their illegal wares, making it easier than ever for consumers to find and purchase counterfeit products.
The research, based on UK surveys of 2000 people, estimates 22 per cent of consumers aged 16-60 who are active on social media have purchased counterfeit goods endorsed by influencers.
Counterfeit goods pose a massive global threat, with an annual value of up to $509 billion, comprising 2.5 per cent of global merchandise trade. This illegal trade results in significant economic losses for legitimate businesses through violated intellectual property rights and a surge in counterfeit factories with exploitative working conditions. It also fuels criminal enterprises, compromises national security and supports terrorist groups. There are also thousands of deaths each year from counterfeit pharmaceuticals and risks posed by fake cosmetics, substandard food, toys, electrical goods and batteries. Addressing this complicated issue requires a deeper understanding of the forces driving the demand – which includes the use of social media influencers.
The study indicates that the success of the deviant social media influencers lies in exploiting certain consumer characteristics that make them susceptible to their charms. Key factors include high susceptibility to the influence of trusted digital others, low risk awareness, high risk appetite and a tendency to rationalise morally questionable purchases.
Professor Mark Button, Director of the Centre for Cybercrime and Economic Crime at the School of Criminology and Criminal Justice, University of Portsmouth, said: “Social commerce is the new frontier for marketing, and the social media influencers are the new royalty. Consumers in this marketplace often rely on remote recommendations by third parties, and these influencers have increasingly replaced the customers’ own evaluations of purchasing risk.”
The research also suggests that young consumers are most likely to fall prey to the persuasive tactics of these influencers. The findings show that young adults aged 16-33 years are three times as likely to purchase endorsed counterfeits as older consumers aged 34-60 years. Males account for 70 per cent of all buyers, with their risk tolerance and susceptibility to influencers contributing to this high prevalence.
Dr David Shepherd, School of Criminology and Criminal Justice at the University of Portsmouth, said, “Counterfeit products injure and kill hundreds of thousands of people across the world. The working conditions in the counterfeit factories are unsafe with subsistence level wages. Don’t be fooled by social media influencers. We strongly urge everyone to check the products they endorse. Why are they promoting the products? Are they too cheap to be true? Where do they come from? Do you really want to be involved in an exploitative and deadly trade?”
While this research focused on the UK, its implications are far-reaching, considering the global nature of the counterfeit market and the interconnectedness of social media platforms. As counterfeiters find new ways to exploit digital marketing techniques, there is an urgent need for industry players and authorities to collaborate and combat this growing threat.
The study also highlights the role of social media platforms and legitimate brands in either fostering or discouraging the counterfeit trade. Researchers call for a more robust approach in policing the content and advertisements that feature on social media platforms, ensuring legitimate brands do not inadvertently contribute to the counterfeit market.
The fight against counterfeit goods is a multi-faceted challenge, requiring a systemic approach involving consumer education, stronger regulations, and more stringent enforcement efforts. By addressing the root causes of consumer susceptibility and targeting deviant influencer marketing tactics, stakeholders can work together to curb the spread of counterfeit products and protect consumers from economic, social and personal harm.
Professor Button says, “This study raises serious concerns about the impact of deviant influencer marketing on consumer behaviour, particularly among vulnerable demographics. It is crucial for brands, regulators and law enforcement agencies to take action and disrupt the activities of these illicit influencers and the networks that support them”.
