AN ANALYSIS ON INFLUENCER MARKETING AND MISLEADING ENDORSEMENTS: HOW SOCIAL MEDIA PROMOTES FAKE BRAND IMAGES
Influencer Marketing, Misleading Endorsements, Fake Brand Images, Social Media Marketing, Consumer Trust, Brand Reputation, Ethical Marketing, Advertising Standards Council of India (ASCI), Consumer Protection Act (CPA) 2019, Consumer Awareness.
Influencer marketing has come to light as an effective instrument for brands to connect with consumers in India, with its growth expected to accelerate in 2025. Social media platforms such as Instagram, YouTube, and TikTok have become key channels for product endorsements, allowing influencers to shape consumer perceptions and drive purchasing decisions. However, the rapid expansion of influencer marketing has also led to concerns regarding misleading endorsements and the creation of fake brand images. Many influencers, motivated by sponsorship deals and financial incentives, promote products without proper verification, often exaggerating their benefits or failing to disclose paid partnerships. As a result, consumers may fall victim to deceptive advertising, leading to dissatisfaction, financial losses, and declining trust in brands and social media influencers. This study explores how social media platforms contribute to the spread of misleading endorsements, focusing on the role of algorithms in amplifying deceptive content. The research also examines the ethical and legal implications of influencer marketing in India, analyzing the effectiveness of existing regulations, such as the Advertising Standards Council of India (ASCI) guidelines and the Consumer Protection Act (CPA) 2019, in curbing misleading advertisements. Furthermore, the study investigates the impact of fake brand images on consumer trust and brand reputation, highlighting real-world case studies where misleading endorsements have caused public backlash. It also explores potential solutions to mitigate the risks associated with influencer marketing, including stricter disclosure policies, improved consumer awareness, and AI-driven fake review detection systems. By addressing these challenges, the research aims to contribute to a more transparent and ethical influencer marketing ecosystem in India, ensuring that consumers are better informed and protected from deceptive advertising practices. This study is crucial in the evolving digital landscape, as it sheds light on the darker side of influencer marketing while proposing actionable recommendations for brands, influencers, regulators, and consumers to create a more responsible and trustworthy social media environment.
"AN ANALYSIS ON INFLUENCER MARKETING AND MISLEADING ENDORSEMENTS: HOW SOCIAL MEDIA PROMOTES FAKE BRAND IMAGES", TIJER - TIJER - INTERNATIONAL RESEARCH JOURNAL (www.TIJER.org), ISSN:2349-9249, Vol.12, Issue 4, page no.a43-a58, April-2025, Available :https://tijer.org/TIJER/papers/TIJER2504010.pdf
Volume 12
Issue 4,
April-2025
Pages : a43-a58
Paper Reg. ID: TIJER_157010
Published Paper Id: TIJER2504010
Downloads: 000278
Research Area: Other area not in list
Country: Chennai, Tamilnadu , India
ISSN: 2349-9249 | IMPACT FACTOR: 8.57 Calculated By Google Scholar | ESTD YEAR: 2014
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.57 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: TIJER (IJ Publication) Janvi Wave
