Hello, I'm '00 Mom.' The product I will introduce today is...
This is not a moment from a home shopping broadcast. It is a segment of a mobile live broadcast, including social networking services (SNS).
According to the related industry on the 11th, home shopping companies are actively collaborating with influencers to respond to the new media era. It is not just about moving the channel from home shopping to Instagram or YouTube. The market, which was primarily based on professional show hosts or entertainers with years of experience, is transforming into one that actively recruits influencers who have grown on SNS. This is because their selling skills and eloquence are not inferior to those of professional show hosts or entertainers with years of experience.
CJ OnStyle, which has successfully transformed into a live commerce-centered model, is a representative example. The live show features not only celebrities but also influencers. There are cases where companies selling products bring in influencers they have previously collaborated with to run live shows, and in the process, notable influencers appear in other live shows. This is because they have deemed it effective to target those who open their wallets on mobile channels.
However, this is also a 'double-edged sword.' The controversy surrounding influencers who have grown on SNS tends to be relatively frequent. While artists or professional show hosts undergo a verification process over a long period, influencers do not. A representative example is Ms. A, who gained popularity with content related to 'mom-centered English education (where mothers actively participate in children's English education)' and has become an influencer in the field of early childhood education.
This influencer has been selling English educational materials for young children by touting her background as an 'international school elementary English teacher with a teacher's certificate.' However, a recent controversy regarding academic fraud has arisen. Some consumers claim that they were misled by Ms. A, believing she was an international school teacher with a teacher's certificate in English. On the other hand, Ms. A maintains that she holds a Korean teacher's certificate and has experience working as an international school teacher, even if it was temporary, thus claiming her academic qualifications are not false.
The controversy has intensified because this influencer made appearances on C Home Shopping's live show 'Mom Only.' This live show aims to solve the concerns of working moms who juggle parenting and work by recommending popular products in various categories for infants and toddlers. No matter how live commerce is presented, it is run by a large corporation, and questions have been raised about whether an influencer with a false resume should be featured. This is because, as her sphere of activity has broadened, so have the scrutinizing eyes.
A representative from C Home Shopping stated, 'Initially, we aired the show because she was an influencer who collaborated with Hansol Education, and after recognizing the controversy, we received verification documents such as degree certificates and English scores.' However, as the controversy persisted, they featured another show host on the live show held on July 23.
The retail industry believes that such controversies will continue in the future as traditional media and new media naturally influence and interact with each other. Influencers who have gained power in the realms of home shopping or live shows are inevitably expanding into home shopping company's live commerce.
Even if it's not live commerce, this kind of situation frequently occurs when influencers expand their activity areas. A representative example is Influencer B, who started gaining recognition as a psychologist from Harvard University. When the truth about his false academic credentials and experience was revealed, the company that published his book issued an apology.
A representative from the retail industry noted, 'Even though we conduct verifications before hiring, it is a fact that there are limitations, and in reality, issues can arise even if the controversy is not about something severe.' Still, he said that considering newsworthiness and freshness, they find themselves unable to avoid discovering influencers.
In academia, experts advise that discussions about regulations related to influencer influence are necessary as their power continues to grow. This is also a global trend. France introduced a law for the first time in 2023 that partially regulates the commercial activities of influencers.
Lee Eun-hee, a professor of consumer science at Inha University, stated, 'In a situation where the influence of influencers is increasingly growing, it is a problem that even when deceiving consumers through false or exaggerated advertising is revealed, influencers tend to gloss over it by issuing apologies. We need to start discussions on self-regulatory guidelines.'