Influencers Endorsements Gone Wrong: Liability For Defective Products

INTRODUCTION

The marketing landscape has evolved profoundly, revolutionizing how products and services are promoted and sold. A key aspect of this transformation is the strategic partnership between brands and social media personalities, including influencers and brands with substantial online visibility. By leveraging the endorsement power of these influential figures, businesses aim to tap into their vast audience, build credibility, and drive consumer engagement. Most times the ultimate goal is to outshine competitors, expand market share, and captivate a larger segment of the target audience. From a business perspective, the promotional benefits of a brand influencer endorsement are often seen as more economically advantageous compared to traditional radio and television advertising jingles . The increased exposure and credibility from such partnerships can significantly enhance a brand's marketability, leading to business success. This idea is often captured