Ethics of Social Media Influence and Psychological Impact on Consumers

Abstract

The rapid expansion of social media has significantly transformed the way products and services are marketed, making influencer-driven promotion a dominant strategy around the digital marketplace. While social media influence has created new opportunities for brands to engage with consumers, it has also raised important ethical concerns. While social media influencers have revolutionised digital marketing through perceived authenticity, their rapid growth has triggered significant ethical dilemmas regarding transparency, accountability, and consumer protection . This research paper circle around the ethics of social media influence in product marketing, while also examining the psychological impact on its users Ultimately, this study advocated for a shift towards ‘responsible influence’, where authenticity, and audience well being take precedence over short term commercial gains. The study aims to analyse how influencer promotions affect consumer trust and decision-making, as well as how social media marketing practices influence consumer behaviour. To achieve this, primary data will be collected from 100-150 respondents using a structured questionnaire. The research adopts a quantitative approach to understand consumer attitudes toward misleading advertisements, lack of disclosure, exaggeration of product claims, and algorithm-driven targeting, along with their perceived impact on mental well-being. The findings of the study are expected to highlight gaps between current influencer marketing practices and the ethical expectations of consumers and emphasises the need for stronger ethical guidelines, greater transparency in paid promotions, and increased accountability from influencers and brands. The research ultimately argues that ethical responsibility in social media marketing is essential for protecting consumer trust and well being.