Final answer:
An influencer enlisting others' help can amplify their reach and credibility through social proof and the bandwagon effect, often leading to increased effectiveness for the advertiser. However, ethical concerns arise regarding the disclosure of paid relationships in these endeavors, especially in face-to-face interactions.
Step-by-step explanation:
When an influencer enlists other people to help influence the target, it potentially increases the credibility and reach of the marketing message. This strategy effectively employs the principles of social proof, where people are persuaded by the actions of others, assuming such behaviors are reflective of good decision making. The influencers become relatable through the endorsement by these other individuals, aligning their practices with the desires of the target audience. They may even engage in grassroots politics or Astroturfing to give the illusion of widespread community support. Brand ambassadorships and endorsements amplify the influence on potential customers, particularly when these ambassadors are peers or celebrities that the target demographic looks up to. This form of marketing utilizes the bandwagon fallacy, where people are encouraged to 'join the bandwagon' because others are doing so. Furthermore, studies show ambassador-referred customers offer a higher value to companies, making this tactic not only popular but also effective.
Another aspect of enlisting help is the ethical question of whether paid ambassadors should disclose their affiliations. Online, a more transparent process is easier to achieve through sponsorship information in video content or listings on profiles. However, in personal day-to-day interactions, such disclosures may be less prevalent, leading to questions of authenticity and the ethical implications of undisclosed endorsements.