“In late 2021, the UK Intellectual Property Office (UKIPO) released a report measuring and analysing – seemingly for the first time – the influence that social media influencers exert on consumers also when it comes to purchasing counterfeits. The UKIPO’s findings are based on a quantitative survey of 1000 UK-based female (studies suggest that influencer marketing is ‘highly gendered’) consumers aged 16-60 and who use social media at least once per week. The most popular product categories for counterfeit shopping are fashion, accessories, jewellery and beauty. While 13% of the surveyed persons have their purchasing behaviour relating to counterfeits influenced by social media endorsements and 10% are prompted to buy counterfeits by social media endorsements, the majority (70%) of those who have knowingly purchased a counterfeit (17% of the surveyed consumers) are aged 16-33 …”
Eleonora Rosati, Consumers online: the empirical link between influencers and the purchase of counterfeits, Journal of Intellectual Property Law and Practice, https://doi.org/10.1093/jiplp/jpac001. Published 4 February.
First posted 2022-02-07 13:00:58
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