A new study from the University of Portsmouth highlights the extensive psychological, health, and security risks associated with social media influencers (SMIs). While SMIs have transformed marketing by influencing consumer behavior and shaping societal norms, they also propagate misinformation, endorse unsafe products, and promote unrealistic beauty standards. As influencer marketing is projected to grow to $480 billion by 2027, the ethical implications of this rapidly expanding industry must be addressed. The research indicates that many influencers may mislead their followers, pointing to an urgent need for regulatory oversight to safeguard consumers.
Many SMIs act as opinion leaders or experts within their respective areas, frequently reviewing products and leveraging their authority, expertise, or relationships with followers to influence purchasing decisions.
A recent study by the University of Portsmouth systematically examines the negative impacts of SMIs, highlighting issues such as misinformation, endorsement of dangerous products, unrealistic beauty standards, the fostering of a comparison culture, deceptive consumption, and privacy risks.
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