Naphezu kokumaketha kwe-influencer kungelinye lamasu asetshenziswa kakhulu amabhrendi e-United States, ucwaningo olusha lubonisa ukuthi ukwethenjwa kwabathengi kule modeli kwehlile uma kuqhathaniswa nokukhangisa kwendabuko. Inhlolovo ye-"Influencer Trust Index", eqhutshwa yi-BBB National Programs, ikhombisa ukuthi nakuba u-87% wabathengi uzwakalisa ukwethemba izikhangiso ezisakazwa eziteshini zemidiya zendabuko—njenge-TV, umsakazo, nomagazini—kuphela izincomo zokwethenjwa ezingu-74% ezenziwa abagqugquzeli. Ucwaningo luphinde lubonise ukuthi u-26% wabathengi awubethembi abagqugquzeli, okungaphezu kokuphindwe kabili kwe-11.3% abangathembi ukukhangisa ngokujwayelekile.
Ucwaningo luphinde lwembule ukuthi, ku-71% wabathengi, ukubeka izinto obala kanye nokwethembeka mayelana nenhlangano yemikhiqizo yizona zinto ezibaluleke kakhulu ekusunguleni ukwethembana, kuyilapho u-79% ekwazisa ukubuyekezwa okuqotho, ngisho noma bengenakho okuhle ngomkhiqizo/isevisi ekhangisiwe. Kodwa-ke, umbono wokuthi abagqugquzeli abaningi baphromotha imikhiqizo abangakholelwa kuyo noma abangayishiyiyo ukuthi iyakhangisa udale ukungathembani, okuvimbela ukuguqulwa kanye nokubandakanya izethameli. U-80% wabaphendulayo ulahlekelwa ukwethenjwa lapho abathonya bengenaqiniso, bethembekile, noma bengafihli lutho. Ukushoda kokudalulwa kobudlelwano nemikhiqizo nakho kudala ukungathembeki ku-64% walabo okwaxoxwa nabo.
NgokukaFabio Gonçalves, umqondisi wethalente laseBrazil kanye nelaseNyakatho Melika kwa-Viral Nation futhi onguchwepheshe wemakethe yezokukhangisa iminyaka engaphezu kweshumi, lokhu kwehla kwethemba kuwuphawu oluqondile lokugcwala kwezimakethe kanye nokuntuleka kobuchwepheshe kwezinye izingxenye zomkhakha. "Ukwenziwa kancane kokuthunyelwe okuxhasiwe ngaphandle komongo noma ukuxhumana kwangempela nomgqugquzeli kwenze buthaka ukwethembeka kwabantu abaningi. Namuhla, umphakathi ufuna kakhulu, uyaqaphela lapho isincomo siphoqelelwa, futhi kufuna ukuvumelana phakathi kwamagama nezenzo," uyahlola.
Ugcizelela ukuthi ukwethembana kuyimpahla eyinhloko yomdali wokuqukethwe: “Ngokungafani nokukhangisa okungokwesiko, okuncike emagunyeni omthombo wezindaba, ukumaketha kwabanamandla kuncike ebudlelwaneni obakhiwe nezithameli. Uma lobo budlelwano buphulwa—kungaba ngenxa yokukhangisa ngokweqile, ukuntuleka kwesikhundla, noma ukukhetha komkhankaso okuyiphutha—umphumela uwukungahlanganyeli nokulahlekelwa kwenani lezentengiselwano.”
Ngokuka-Fabio, indlela yokubuyisela ukwethembana ilele ekuvumelaneni phakathi kokuqukethwe nomkhiqizo, obala ezivumelwaneni zezentengiselwano, nokugxila kokuhlangenwe nakho kwangempela. "Amabhrendi adinga ukutshala imali kubagqugquzeli abazazi ngempela izithameli zabo futhi akhuthaze kuphela lokho okunengqondo ekulandiseni kwabo. Inkathi yokuqukethwe okuxhasiwe ngenxa yokuqukethwe okuxhasiwe siyaphela—futhi lokho kuhle, ngoba kuvula isikhala sokumaketha okuvuthiwe, okunokuziphatha okuhle nokusimeme.”
Uphethe ngokugqamisa indlela izinhlaka okumele zizijwayeze ngayo lesi sikhathi esisha. "Kwa-Viral Nation, besisebenza nethalente lethu ukuqinisa ukwethembana kwababukeli, sibabeke njengemikhiqizo yomuntu siqu enamagugu achazwe kahle. Sibakhuthaza ukuthi bathi 'cha' emikhankasweni engafanele futhi bahlakulele ubudlelwano besikhathi eside nezinkampani. Sigxile ekusizeni abadali balethe imiphumela yangempela ngaphandle kokulimaza ubudlelwano nalabo ababaluleke kakhulu: umphakathi wabo."
INDLELA
Ucwaningo lwe-Influencer Trust Index lwenziwe yi-BBB National Programs ngokubambisana neNyuvesi yaseGeorgia kanye neSibhedlela saseMcLean. Ucwaningo luhlaziye imibono yabathengi baseMelika ngobuqiniso, ukubeka izinto obala, kanye nokwethemba ekukhangiseni kwabanomthelela, kuqhathanise imiphumela nokusebenza kokukhangisa okuvamile. Umbiko ogcwele uyatholakala ku-: https://bbbprograms.org/media/insights/blog/influencer-trust-index
