Ethical Concerns and Transparency in Influencer Marketing in India: A Consumer Perspective

Author(s)	Dr. Bhupinder Singh, Dr. Natasha Tageja
Country	India
Abstract	Influencer marketing has rapidly become a significant component of digital marketing in India, driven by the widespread use of social media and the perceived authenticity of influencers. This study examines the evolution of influencer marketing in India, highlighting the ethical concerns that have emerged alongside its growth, such as misleading endorsements, lack of disclosure, and authenticity issues. The study also addresses the impact of these ethical breaches on consumer trust and the effectiveness of influencer marketing campaigns. Regulatory frameworks, such as the guidelines from the Advertising Standards Council of India (ASCI), are evaluated for their role in promoting transparency and ethical practices. The findings emphasize the importance of enhancing transparency, strengthening regulatory oversight, and promoting ethical guidelines among influencers and brands to sustain the effectiveness of influencer marketing. Future research should focus on the long-term effects of ethical breaches and the role of consumer education in promoting ethical consumption behaviours.
Keywords	Influencer marketing, ethical concerns, transparency, consumer trust, regulatory frameworks
Field	Business Administration
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-05-11

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International Journal For Multidisciplinary Research