The South Australian Tourism Commission paid celebrities $750 to tweet about Kangaroo Island. Besides that, there are celebrities who are paid to promote brands by various other companies. With this, the celebrities have a higher command for payment according to the amount of followers they have on their twitter. This practice is becoming a minefield for marketers, the brands paying for such tweets could attract more attention of the consumer watchdog.
This exposure of a handful of tweets as paid endorsement can become a brand crisis. The tweets about Kangaroo Island has triggered millions of negative tweets. This included spam tweets and direct attacks from consumers who felt that they have been fooled by celebrities who mentioned Kangaroo Island.
In my opinion, it is not wrong to pay the celebrities to tweet and to promote a product but there should be a limit to this. In this case, if the celebrities have been to Kangaroo Island and they tweet about the place. It would increase the credibility of the tweet towards the public. People would believe it more than thinking it is a way the organization use to promote the place and to get more visitors. Besides that, it makes the public feel as if they are fooled by the organizations because they didn't know it was an advertisement. They wouldn't even know if it is the real experience of the celebrities.
.Jeslyn.
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