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Abstract

This dissertation aims to illuminate the role of social media influencers in shaping consumer attitudes towards counterfeit goods. Counterfeit goods are a substantial economic crime that pose to consumer safety, brand integrity as well as in economic and societal realms serious risks and challenges (Button et al., 2022; Shepherd et al., 2023a; Zampetakis, 2014; ICE, 2022). As further observed from the literature, social media influencers, either knowingly or unknowingly, are helping consumers change or shape their perceptions towards counterfeit goods (Ramadan et al., 2018). To substantiate this claim, this dissertation critically investigates how social media influencers affect consumer perceptions towards counterfeit goods, through a qualitative analysis, including social media research and discourse analysis. Key findings revealed that consumer perceptions are shaped by social media influencers through the trans-parasocial relationships that they build with their audience, driven by factors such as social pressure, aspirational lifestyle, peer influence and blind trust. Furthermore, influencers employ rationalisations like perceived quality, affordability, anti-corporate sentiments and discount promotions to further endorse counterfeit goods. Consequently, this dissertation concluded with the fact that addressing these issues, through stricter content policies, consumer education, and promoting transparency among influencers, can help realign consumer perceptions to prioritize authenticity and ethical considerations in their purchasing decisions.

Course: Criminal Justice - MSc - C2681F

Date Deposited: 2024-11-18

URI/permalink: https://library.port.ac.uk/dissert/dis14513.html