Abstract
Influencer marketing has emerged as a dominant force in the digital landscape, particularly in the food and beverage industry. While its effectiveness in promoting products is undeniable, it also carries significant negative implications. This study examines the adverse effects of influencer marketing with a focus on food vlogs, including the dissemination of misleading information, promotion of unhealthy eating habits, and ethical concerns regarding undisclosed sponsorships. Employing a mixedmethods research methodology, the study integrates quantitative surveys with 100 responses to gauge consumer perceptions and qualitative interviews to understand the experiences of industry stakeholders. The findings reveal that excessive reliance on influencers can erode consumer trust, distort dietary preferences, and create unrealistic lifestyle aspirations. This paper highlights the need for stricter regulations and ethical standards to mitigate these impacts. By addressing the darker side of influencer marketing, the study aims to foster a more transparent and responsible digital advertising ecosystem.
Published Version
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