Nubwo kwamamaza ibicuruzwa ari imwe mu ngamba zikoreshwa cyane n’ibirango muri Amerika, ubushakashatsi bushya bwerekana ko icyizere cy’abaguzi kuri ubu buryo cyagabanutse ugereranije no kwamamaza gakondo. Ubushakashatsi bwakozwe na "Influencer Trust Index", bwakozwe na gahunda y’igihugu ya BBB, bugaragaza ko mu gihe 87% by’abaguzi bagaragaza ko bizeye amatangazo yamamaza ku mbuga nkoranyambaga gakondo - nka TV, radiyo, n’ibinyamakuru - 74% gusa by’ibyifuzo byatanzwe n'ababigizemo uruhare. Ubushakashatsi bugaragaza kandi ko 26% by’abaguzi batizera ababigizemo uruhare, barenze inshuro 11.3% batizera kwamamaza muri rusange.
Ubushakashatsi bugaragaza kandi ko, ku 71% by’abaguzi, gukorera mu mucyo no kuba inyangamugayo ku bijyanye n’ishyirahamwe ry’ibicuruzwa aribyo bintu byingenzi mu gushiraho ikizere, mu gihe 79% baha agaciro isuzuma ry’inyangamugayo, kabone niyo byaba atari byiza ku bicuruzwa / serivisi byamamajwe. Nyamara, kumva ko abaterankunga benshi bateza imbere ibicuruzwa batemera cyangwa basibye ko byamamaza byateje kutizerana, bikabuza guhinduka no kwishora mubateze amatwi. 80% by'ababajijwe batakaza icyizere mugihe ababigizemo uruhare atari abanyakuri, inyangamugayo, cyangwa mucyo. Kubura kumenyekanisha umubano nibirango nabyo bitera kutizerana 64% byababajijwe.
Nk’uko byatangajwe na Fabio Gonçalves, umuyobozi w’impano zo muri Berezile n’Amerika y'Amajyaruguru muri Viral Nation akaba n'inzobere mu isoko ry’isoko ryamamaza ibicuruzwa mu myaka irenga icumi, uku kugabanuka kwizerwa ni ukugaragaza mu buryo butaziguye kuzura isoko no kutagira umwuga mu bice bimwe na bimwe by’inganda. Asuzuma agira ati: "Gupfobya imyanya yatewe inkunga idafite imiterere cyangwa isano ifitanye isano n’uwabigizemo uruhare byagabanyije icyizere cy’abantu benshi. Uyu munsi, abaturage barasaba cyane, bakamenyeshwa igihe icyifuzo kibaye ngombwa, kandi bagasaba guhuza amagambo n’ibikorwa".
Yashimangiye ko kwizerana ari umutungo w’ibanze mu gukora ibintu: “Bitandukanye n’iyamamaza gakondo, rishingiye ku bubasha bw’itangazamakuru, kwamamaza ibicuruzwa biterwa n’umubano wubatswe n’abari aho. Iyo uwo mubano wacitse - haba binyuze mu kwamamaza cyane, kubura umwanya, cyangwa guhitamo nabi kwiyamamaza - ingaruka ni ugutesha agaciro no gutakaza agaciro k’ubucuruzi.”
Ku bwa Fabio, inzira yo kugarura ikizere iri mu guhuza ibirimo n'ibicuruzwa, gukorera mu mucyo mu masezerano y'ubucuruzi, no kwibanda ku bunararibonye nyabwo. Ati: "Ibicuruzwa bigomba gushora imari mu baterankunga bazi neza ababateze amatwi kandi bagateza imbere gusa ibisobanutse mu byo bavuga. Igihe cy'ibintu byatewe inkunga ku bw'ibikoresho byatewe inkunga kirarangiye - kandi ibyo ni byiza, kuko bifungura umwanya wo kwamamaza kurushaho gukura, imyitwarire myiza, kandi birambye."
Asoza agaragaza uburyo ibigo bigomba guhuza niki gihe gishya. Ati: "Muri Viral Nation, twagiye dukorana n'impano zacu kugira ngo dushimangire ikizere n'abayumva, tubashyireho nk'ikirango bwite gifite indangagaciro zisobanuwe neza. Turabashishikariza kuvuga 'oya' mu bukangurambaga budahuye no guteza imbere ubufatanye bw'igihe kirekire n'amasosiyete. Icyo twibandaho ni ugufasha abarema gutanga ibisubizo nyabyo tutabangamiye umubano n'abo bafite akamaro: umuryango wabo."
UBURYO
Ubushakashatsi bwa Influencer Trust Index bwakozwe na BBB National Programs ku bufatanye na kaminuza ya Jeworujiya n'ibitaro bya McLean. Ubushakashatsi bwasesenguye imyumvire y’abaguzi b’abanyamerika ku bijyanye n’ukuri, gukorera mu mucyo, no kwizera ibicuruzwa byamamaza, ugereranije ibisubizo n’imikorere yo kwamamaza gakondo. Raporo yuzuye iraboneka kuri: https://bbbprograms.org/media/insights/blog/influencer-trust-index
