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Marketing Persuasion Online

Trust and relatability are powerful tools in the art of persuasion, which have been used throughout the history of advertising. With the rise of social media, the hiring of influencers to promote products and services is becoming central to marketing strategies worldwide. The advantages for the brand and influencer are clear, but what are the ethical implications of monetizing feelings of trust, authenticity, and relatability to sell products and ideas?

In this program Mudra Mukesh, senior lecturer in marketing at the University of Sussex, UK, and Ysa Chandna, Associate Director, Client Experience at Weber Shandwick in Qatar, discuss iconic marketing campaigns from around the world. They will explore what makes them successful or not, what impact online advertising is having on our mental health, and how and where ethical lines should be drawn. The program will be moderated by Ilhem Allagui, associate professor at Northwestern University in Qatar.

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