Now, she’s collaborating with the Corvinus Institute for Advanced Studies (CIAS) on a new project that takes her research into the world of social media. 

Professor Bian’s long-standing research focuses on a simple question: Why do consumers deliberately buy fakes, even when they know it’s wrong? “I’ve been working around this question for almost 20 years now,” she says. “People know it’s unethical, sometimes illegal, yet they still do it.” 

The roots of this academic interest go back to her time in industry. “The business I was working in produced high-tech products for well-known brands, to help them protect their intellectual property. But despite all the effort, there was still strong demand for fake products”, she explains. 

Initially, Professor Bian intended to approach the problem from the supply chain perspective, but mentors encouraged her to study the consumer side instead, where motivations, emotions, and perceptions play a complex role. 

In her current project at CIAS, the researcher is investigating how social media influencers may be driving the demand for counterfeit goods — sometimes unknowingly, sometimes not. 

“The rise of social media has made counterfeiting much more prominent,” she notes. “Influencers have a massive impact on consumers, and in some cases, they are promoting counterfeit products either to attract attention or maintain followers’ interest.”  

Some do it for sponsorship, but others simply seek visibility. 

“Everyone is sharing content on social media now. For some influencers, communicating regular messages is no longer enough. They turn to promoting counterfeit goods because it’s perceived as ‘naughty’ but not too harmful — just enough to generate buzz”, the professor explains. 

But what kinds of products are being promoted? 

“That’s one of the big questions we’re trying to answer,” she says, adding that the promotion patterns of influencers—such as which product types are favoured and on which platforms—present complex, nuanced questions. The current evidence base is underdeveloped. While certain products receive more media visibility, this does not mean others are not promoted; some are marketed through restricted-access platforms. Furthermore, the scale and impact of social media influencers promoting counterfeit goods remain largely to be established.  

For now, the project is UK-focused, but there’s growing interest across borders. As the professor highlights, several researchers at Corvinus University have expressed interest in working on this topic. “We’re already discussing possible follow-up projects”, she adds. 

The fast-evolving digital ecosystem, the researcher argues, has rapidly changed the counterfeiting landscape. “Prior to the social media era, offline counterfeiting was more prominent. But now, there’s a clear shift to online platforms, especially social media. Counterfeit products are no longer just a national issue; they are a global phenomenon.” 

Yet platforms vary significantly in how they address the issue. In some countries, e-commerce platforms are better at curbing counterfeit goods. In others, the regulation is still weak. The same goes for social media platforms, some are more proactive, others less so. 

Governments and brands face a huge challenge — and they’re lagging, explains the researcher. “Policy is behind the curve. That’s not necessarily a failure — it’s just that technology is moving too fast. But businesses need to start lobbying for regulatory reform, and brands need to collaborate with platforms and support more research in this field.” 

One of the aims of Professor Bian’s research at CIAS is to provide evidence-based insights. If the data shows that promoting counterfeit goods brings negative consequences for influencers — it damages their reputation or engagement — then that’s a message they might listen to. “However, we must obtain the data first and allow it to inform our path forward.”, she confirms. 

The project is set to be completed by the end of the year or early January. A scientific article will follow, to be submitted to a leading journal in marketing and consumer behaviour. “The project will generate new insights into how end markets respond to this kind of unethical behaviour. The findings of this project could inform influencer practices, government policy, and brand strategy” the researcher sums up the expected outcome of the project.  

As Professor Bian prepares for her next visit to Budapest in January, she remains enthusiastic about the collaboration and its broader significance. 

“I’ve been advising the UK Intellectual Property Office for years. Every time we meet, we talk about this issue—and how little academic research exists. I hope this project encourages more researchers to join this field. It’s an evolving problem, and it’s only getting bigger”.