Bloggers, pharmacies and self-disclosure - inside the business of endorsement

Bloggers, pharmacies and self-disclosure - inside the business of endorsement

As a pharmacy chain dispenses with traditional advertising, are social media influencers revealing too much of themselves?

A pharmacy chain is shifting its advertising and marketing budgets to social media influencers in a bid to access millennial consumers.

It's a controversial move but Lloyds marketing manager Dervila McGarry explains that the company wants to reach a growing cohort of younger health conscious consumers who pay attention to social media role models.

McGarry says: "We want to engage as best we can with young consumers and build a relationship with them. This has...

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