The dark side of influencer marketing on social media: Towards a comprehensive conceptual framework

Abstract

The growing popularity of influencer marketing on social media recently, has transformed the advertising and communication landscape for most consumer brands, while also raising many ethical and socio-psychological concerns. For example, influencer marketing on social media may often cross the line between genuine content and paid promotions, which may lead to consumer skepticism. Influencer marketing can also contribute to mental health issues among followers due to comparison culture and unrealistic expectations. This paper aims to explore the darker aspects of influencer marketing on social media by reviewing the extant literature on this topic and developing a comprehensive conceptual framework that addresses its negative consequences. Through a systematic literature review and qualitative analysis, we identify key themes such as authenticity erosion, consumer well-being concerns, perpetuation of unrealistic standards, and lack of regulation, among others. We suggest a need for greater transparency in influencer partnerships and the importance of promoting authentic content. By highlighting these dark sides of influencer marketing on social media, this paper advocates for responsible practices that prioritize consumer well-being while maintaining brand integrity