The Negative Effects of Advertising through Social Media Influen cers – Two Case Studies

Abstract In this study two recent cases which have captured the attention of the media in the last months are analyzed, one of them having in the center the statements of a Romanian influencer, and the second the statements of an international celebrity. Both cases are relevant on how social media influencers’ actions or public statements can affect the reputation of partner brands and their own audience engagement. Collaborations between social media influencers and companies have grown exponentially, and their durability over time is seen as a positive element, but the negative consequences of an influencer’s behavior can also affect the companies endorsed by him or her. That’s why both partners must weigh the advantages and the potential risks of their collaboration, both influencers and brands having responsibilities regarding the reputation of the other.