Fake Ads: The Influence of Counterfeit Native Ads on Brands and Consumers

Abstract

This research explores fake ads: social media posts created by influencers that are designed look like ads but are unpaid. An experiment finds that consumers’ perceptions of fake and real ads varies based on their social media experience. Influencers may also be seen as pushy, which reduces attitudes toward the brand featured in the post. Brands should monitor social media for fake ads featuring their brand so that these posts can be removed before they damage the brand’s reputation. This research is limited by its reliance on Facebook ads; social media platform could influence findings and invites future research.

Keywords:

• Influencer advertising
• native advertising
• persuasion knowledge
• pushiness
• social media marketing