Social media influencers (SMIs) pose psychological, health and security risks and need tighter regulation, a new study finds.
SMIs have revolutionised marketing, shaping consumer behaviour, brand strategies, and even societal norms. However, new research exposes a lesser-known side of influencer culture, one that raises ethical, psychological, and regulatory concerns.
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.
With influencer marketing projected to reach an estimated $480 billion by 2027, companies increasingly rely on SMIs to promote products and foster consumer trust.
A Digital Marketing Institute (2024) survey found that 60 per cent of consumers trust influencer recommendations, with nearly half of all purchasing decisions being influenced by these endorsements. However, as influencer culture grows, so do concerns about its unintended consequences.
The paper, published in Psychology and Marketing, warns power of SMIs is creating a worrying consumer landscape. Unlike traditional celebrities, whose fame is typically rooted in institutional settings - such as acting, music, or sports - SMIs gain recognition through social media platforms, often relying on personal branding and consistent engagement with their audiences.
Yuksel Ekinci , Professor of Marketing and Sales at the University of Portsmouth, said: “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. Some inspire and entertain; others deceive and upset. The deception and damage, and their impact on consumption, need to be carefully regulated.”
This study organises the negative aspects of influencer marketing into six key themes:
The study calls for more stringent oversight, increased transparency, and ethical marketing strategies to mitigate these risks. Researchers suggest the following strategies for policymakers and marketeers:
Dr Georgia Buckle , Research Fellow in the School of Accounting, Economics and Finance at the University of Portsmouth, said: "Social media influencers hold immense power over consumer decisions and cultural norms. While they provide entertainment, inspiration, and brand engagement, the unchecked influence of some SMIs can lead to serious ethical and psychological consequences. Our study highlights the urgency for both academic and industry stakeholders to address these challenges proactively."
This research offers a critical framework for analysing influencer culture beyond its commercial benefits, emphasising the need for ethical marketing practices and a healthier digital ecosystem.
Psychology and Marketing
Data/statistical analysis
People
The Dark Side of Social Media Influencers: A Research Agenda for Analysing Deceptive Practices and Regulatory Challenges
17-Jan-2025