申論題

2.Influencer marketing has surged during the COVID-19 pandemic as individuals have turned to online channels and platforms to fulfll their needs and spent more time on social media. According to the Interactive Advertising Bureau (2018), social media influencers are those who "have the potential to create engagement, drive conversation, and/or sell products/services with the intended target audience; these individuals can range from celebrities to more micro-targeted professional or nonprofessional peers." Social media influencers may engage in activities that serve as a part of persuasive communication and they are assumed to have a strong effect on their followers' decision- making. With regard to the growing phenomenon, please use relevant theories to explain how factors related to the source, message, and audience may impact the efticacy of influencer marketing. (35%). Given the covert nature of influencer marketing, what are the ethical aspects of the tactic that should be addressed? (15%)