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Design+ Evolution of advertising design

pointed out how peer influence and social proof favorably ads are more likely to be effective because they relate to
influence consumers’ trust and loyalty. Brands will individual preferences and put forward the needs, which
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harness the effectiveness and intensity of word of mouth induces greater engagement and purchase intentions.
and the message’s authenticity, which can result in increased Schouten et al. found that user-generated content and
engagement and purchase intentions by endorsing trusted influencer recommendations employed to manufacture
individuals or user-generated content. social media content are highly valued for forming a
On the other hand, some people worry about the real bond with consumers. Endorsing user-generated
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trustworthiness and realisticness of influencer advertising, content has a more natural and credible appeal for the
especially when there is no explicit disclosure or when target consumers. It helps brands signify the concept of
disclosure is ambiguous. However, Cuong thinks that as social proof, which in turn helps to generate awareness
influencer marketing becomes much more relevant, it is for the products, thus fostering trust, loyalty, and
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at risk of reducing consumer trust if sponsorship is not advocacy among the targeted consumers. This way, they
clearly disclosed or if influencers give the audiences the can raise their product awareness, building trust and,
impression that they prefer making money over doing eventually, brand loyalty and advocacy among their target
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proper endorsements. This insufficiency in transparency customers. Critics have significant concerns where they
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can be the root cause of failure in advertising campaigns explain the outgrowth in social media marketing and its
and damage brand reputation. Social media advertising consequences on consumer trust and ethics. As new and
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has definitely become more ubiquitous in recent years, additional forms of advertising appear on various social
potentially raising doubts about how consumer privacy media platforms, basic questions of truth in advertising
and data ethics can be preserved, and forecasting the and disclosure concerns have been highlighted by various
possible exploitation of this form of advertising. Brands scholars. 40,41 Failing to indicate the sponsored content or
must be mindful of these challenges and ensure their the influential relationship of the endorser clearly and
marketing efforts focus on being transparently authentic conspicuously, which is viewed as a deceiving practice, may
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and appreciating consumers’ needs and preferences. lead to a decrease in consumers’ trust. Consequently, the
Organizations can produce advertising campaigns that engagement will undermine the integrity and authenticity
appeal to modern consumers and encourage them to keep of the marketing campaigns.
their engagement and loyalty over time by emphasizing Consumer relations in influencer marketing raise ethical
visual appeal, message clarity, brand consistency, and questions about using friends and relatives and pseudo-
genuine endorsements. authenticity for commercial intentions. As mentioned by
Sriram et al. although influencers are capable of displaying
4. Role of social media in advertising genuine emotional connections with their followers, the
design possibility of manipulative practices, including hidden

The role of social media in advertising has created quite endorsements and overstated proclamations, which can
a controversial topic among academics. According to the misdirect consumers and jeopardize the authenticity of the
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findings of Reena and Udita, as well as Schouten et al., advertising industry, has been raised. With social media
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the use of personalized ads through social media that cementing itself as an effective advertising arena, brands
contained user-generated content influenced endorsements and marketers must balance using genuine connections and
by facilitating a connection that was real or targeted to the maintaining ethical practices emphasizing transparency,
brand’s clients. The advocates claim that one of the benefits veracity, and customer trust. An effective brand can
of marketing through social media is the easiness with achieve its social media advertising objectives by adhering
which customers can reach the platforms, whereas the to rigorous disclosure policies, ethically collaborating with
opponents insist on compromised transparency, privacy, influencers, and creating a values culture.
and possibly cunning tactics adopted, which lead to loss of Chawla and Kumar question personalized ad
trust and confidence toward the companies. The marketing campaigns’ intrusive data collection and tracking practices
world in this age of social media has been impacted a lot. and argue that they can be considered too intrusive and
Brands now have more channels to convey their message exploitative. According to Surianto et al., consumers
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to a consumer audience and target specific groups. suspect that their data, such as browsing history, location
Supporters of social media advertising cite the usefulness data, and demographic characteristics, are being used for
of personalized ads that are tailored based on users’ commercial goals under the circumstance that they are not
behaviors and data analytics to include the most relevant informed. This feeling results in a reaction against brand
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and specific details. With such a personalized approach, companies that do not meet ethical data practices or do
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Volume 1 Issue 1 (2024) 4 doi: 10.36922/dp.3682