Abstract

The caselet “Samsung and Disha Patani: Influencer Marketing Fail,” talks about the goof-up by Indian film actor and social media influencer Disha Patani in her Instagram post promoting two new smartphones in the Samsung Galaxy M Series. The caselet starts by providing details about Patani’s Instagram post and the blunder that she committed. The repercussions of the post on Patani’s social media image are described and questions are raised on the role of her social media team. Finally, the impact that the botch-up had on Samsung’s campaign and brand image is discussed.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Scrutinize the role played by influencer marketing in a company’s digital marketing strategy
• Analyze the intricacies involved in starting an influencer campaign
• Determine the impact of a failed marketing campaign on brand image

Keywords

Social Media; Instagram Marketing; Social Media Influencer; Digital Marketing; Influencer Marketing; Failed Marketing Campaign; Marketing Strategy; Social Media Image; Brand Strategy; Product Testimonial; Content Marketing; Social Media Marketing; Digital Generation