The Influence of Influencer Marketing on Consumer Behavior and Marketing Communication Ethics

Abstract

This study analyzes the influence of Influencer Marketing on consumer behavior and examines ethical issues in this marketing communication approach. Over the past decade, influencer marketing has experienced exponential growth, with the global market value increasing from US$1.7 billion in 2016 to US$16.4 billion in 2022. This phenomenon has significantly transformed the marketing landscape by creating communication channels that are credible and effectively reach target audiences.

The study findings reveal that Influencer Marketing employs complex influence mechanisms based on social psychology principles, including credibility building, parasocial relationships, and online community engagement. These mechanisms impact consumer behavior across multiple dimensions: altering purchasing decision processes, influencing brand perception, and shaping consumption values. However, this rapid growth has given rise to significant ethical concerns, including transparency in disclosing business relationships, content authenticity, exaggerated advertising claims, influence on vulnerable groups, and promotion of values with negative societal impacts.

This study presents legal frameworks and best practices from Thailand and internationally, along with case studies of both ethical successes and controversies, to extract lessons and propose solutions. Additionally, it explores future trends in Influencer Marketing that will be affected by emerging technologies such as artificial intelligence, virtual reality, and the metaverse. Recommendations from this study focus on balancing marketing effectiveness with responsibility toward consumers and society, as well as developing ethical and sustainable Influencer Marketing practices for the long term.