Two-fifths of British people refuse to purchase celebrity-endorsed products online, new research has found. More than that, stars of Love Island and the Kardashians are among the top celebrities consumers don’t trust when it comes to purchasing their recommendations.
The study, conducted by Money Saving Heroes, found that 39% of Brits would not purchase something if a celebrity was attached to it. Specifically, 52% of those people boycott products endorsed by the Kardashians, followed closely by the cast of Love Island and surprisingly enough, English footballers.
When those polled were asked why they wouldn’t buy a celebrity-endorsed product, 43% simply didn’t like the celebrity who recommended it. However, the top reasons also included poor value for money compared to competitors products and a lack of trust in the celebrity really liking the product.
The research comes after a multitude of celebrities have been accused of promoting things they don’t use, with Kim Kardashian sitting high on that list. The reality TV star and entrepreneur often posts adverts of products she has seemingly unopened or is unfamiliar with, despite claiming to love them – most commonly, the detox and diet products she promotes.
That being said, the flip side of this investigation proves that 61% of people do buy celebrity-endorsed products. In fact, the research confirmed that Mrs Hinch has the biggest selling potential of all online celebrities - followed closely by Dani Dyer and surprisingly, Lewis Hamilton.
Of course, Dani Dyer is a Love Islander herself. However, she has marketed herself very differently from the typical islander. Rarely promoting brands, she has moved towards TV work and only worked with known-brands on big campaigns, such as her recent clothing range with In The Style.
Money Saving Heroes also found that the average annual spend on celebrity-endorsed products is £256, proving there is still value in influencer marketing. But, with people beginning to boycott products simply for the celebrity attached, are we moving towards a decline in influencer marketing? More specifically, is Love Island losing its influencer appeal?
The last few seasons have proven that appearing on the show results in instant online fame, yet still year on year we hear the same jokes about how the cast will inevitably begin selling charcoal toothpaste and detox tea regardless of whether they use it or not. With this study proving a growing lack of trust towards influencers, perhaps their dwindling selling potential could turn brands off from sponsoring them. Might we soon see an end to #SponCon?
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