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Notably, brands have begun to adopt more quirky and relatable personas online—a strategy that mimics youth culture. While appealing to younger demographics, this oversaturation often misfires, leaving many wondering about its authenticity and presentation.
Relatability and Influencer Relationships
Brand strategies that create interesting and relatable identities to market their products often lead to a false sense of connection between influencers and their audiences. The concept of ‘parasocial relationships’ emerges when consumers feel a familiarity with influencers, compelling them to purchase whatever they endorse. This tactic has been remarkably effective, especially among younger, impressionable audiences.