Social media influencers control significant market influence, but their impact comes with potentially harmful consequences for both consumers and brands, according to new research published in Psychology & Marketing.
The study, “The Dark Side of Social Media Influencers: A Research Agenda for Analysing Deceptive Practices and Regulatory Challenges,” was conducted by researchers from the University of Portsmouth, who established boundaries to focus specifically on social media influencers rather than broader social media content.
“Social media influencers are powerful agents as they broadcast information, steer consumer behavior, and social norms. But their influence masks a dark side, too,” they write.
The scope was limited to articles published within the past 10 years (2014-present) in high-quality journals (ABS 3&4* or SJR Q2 and above). The search was conducted in August 2024 via Google Scholar using the query “Social Media Influencer OR Instagram Influencer OR Social Media Influencer Counterfeit OR Influencer,” which yielded 23,700 articles. After screening titles and abstracts, the researchers selected 12 key articles.
The researchers identified six primary areas where influencer marketing can have negative effects while proposing a framework for future research in the field.
Six Problematic Domains
The researchers identify six key areas of concern in influencer marketing:
- Promotion of harmful products: The study finds that influencers often leverage their followers’ trust to promote products that may harm physical health, including high-sugar foods and drinks, cosmetics containing harmful chemicals, and weight-loss supplements. Research indicates that influencer content normalizes harmful consumption behaviors, with one cited study showing that exposure to vlogs impacts children’s consumption of unhealthy beverages years later.
- Dissemination of misinformation: The research reveals that intimate parasocial relationships between influencers and followers can facilitate the spread of misinformation. One study found that when a fictitious influencer posted misinformation about COVID-19 measures, followers with high perceived influencer credibility showed increased mistrust of official guidance.
- Reinforcement of unrealistic beauty standards: The study highlights how influencers promote unattainable beauty standards, often created through the use of augmented reality filters. Multiple studies show that browsing Instagram reduces body appreciation, particularly among adolescent females with higher BMIs who measure themselves against influencers rather than peers.
- Fostering comparison culture: Influencers typically present idealized versions of their lives, provoking feelings of inadequacy among followers. Research shows that more exposure to influencer content leads to greater negative social comparison behaviors, particularly affecting users with already low self-esteem.
- Deceptive consumption practices: The research documents influencers engaging in unethical behaviors, such as buying followers or promoting products without disclosing paid partnerships. Some promote counterfeit luxury goods or illegal products, undermining consumer trust while perpetuating dishonesty and disregard for regulations.
- Privacy concerns: The study notes that influencers amass vast amounts of personal data, posing risks including data vulnerability, cybercrimes, and identity theft. First-order risks involve influencers’ good-faith data collection activities that may breach regulations due to a lack of awareness.
Implications
By 2027, the global influencer marketing industry is projected to expand to an estimated $480 billion. The study notes that 60% of consumers trust online recommendations from social media influencers, with these endorsements influencing nearly half of all purchasing decisions.
“Companies are increasingly enlisting SMIs to promote their brands and products, focusing more on fostering long-term partnerships rather than relying on one-off collaborations,” the researchers note.
The study proposes six theoretical propositions for further exploration, including:
- Exposure to influencer-promoted harmful products correlates with increased consumption among followers
- Influencer-endorsed views are associated with attitude changes and disinformation beliefs
- Beauty standards promoted by influencers decrease self-esteem and body image satisfaction
- Glamorized influencer lifestyles foster negative social comparison behaviors
- Unethical consumption behaviors undermine consumer trust and safety
- Casual sharing of personal data increases risks for both influencers and followers
Recommendations for Industry
The researchers emphasize the need for more rigorous vetting processes for influencer partnerships, prioritizing ethical standards and regulatory compliance to safeguard against reputational risks.
“Promoting content that embodies inclusivity, well-being, and authenticity is essential not only to counteract harmful societal norms, such as unrealistic beauty standards, but also to build consumer trust and enhance brand reputation,” the authors state.
The study also suggests that improved transparency in influencer collaborations, particularly regarding paid promotions and data privacy, is crucial for maintaining credibility with audiences.
The full study is available here.
Social media influencers control significant market influence, but their impact comes with potentially harmful consequences for both consumers and brands, according to new research published in Psychology & Marketing.
The study, “The Dark Side of Social Media Influencers: A Research Agenda for Analysing Deceptive Practices and Regulatory Challenges,” was conducted by researchers from the University of Portsmouth, who established boundaries to focus specifically on social media influencers rather than broader social media content.
“Social media influencers are powerful agents as they broadcast information, steer consumer behavior, and social norms. But their influence masks a dark side, too,” they write.
The scope was limited to articles published within the past 10 years (2014-present) in high-quality journals (ABS 3&4* or SJR Q2 and above). The search was conducted in August 2024 via Google Scholar using the query “Social Media Influencer OR Instagram Influencer OR Social Media Influencer Counterfeit OR Influencer,” which yielded 23,700 articles. After screening titles and abstracts, the researchers selected 12 key articles.
The researchers identified six primary areas where influencer marketing can have negative effects while proposing a framework for future research in the field.
Six Problematic Domains
The researchers identify six key areas of concern in influencer marketing:
Implications
By 2027, the global influencer marketing industry is projected to expand to an estimated $480 billion. The study notes that 60% of consumers trust online recommendations from social media influencers, with these endorsements influencing nearly half of all purchasing decisions.
“Companies are increasingly enlisting SMIs to promote their brands and products, focusing more on fostering long-term partnerships rather than relying on one-off collaborations,” the researchers note.
The study proposes six theoretical propositions for further exploration, including:
Recommendations for Industry
The researchers emphasize the need for more rigorous vetting processes for influencer partnerships, prioritizing ethical standards and regulatory compliance to safeguard against reputational risks.
“Promoting content that embodies inclusivity, well-being, and authenticity is essential not only to counteract harmful societal norms, such as unrealistic beauty standards, but also to build consumer trust and enhance brand reputation,” the authors state.
The study also suggests that improved transparency in influencer collaborations, particularly regarding paid promotions and data privacy, is crucial for maintaining credibility with audiences.
The full study is available here.