INFLUENCER MARKETING AND ETHICS: UNDERSTANDING HOW INFLUENCERS IMPACT CONSUMER BUYING BEHAVIOUR AND THEIR ETHICAL CHALLENGES CASE STUDY: CHIARA FERRAGNI

The main purpose of this study is to analyse the impact of influencers on consumer buying behaviour in the context of influencer marketing and address the ethical challenges faced by influencers in the industry. Utilising a review of existing literature, the research examines the mechanisms through which influencers influence consumer trust and authenticity. It examines critical ethical issues such as transparency and disclosure. Through case studies, including the example of Chiara Ferragni, the study highlights successful influencer campaigns and ethical lapses, analysing their impact on consumer behaviour and perceptions. The findings suggest the need for clearer regulations and ethical guidelines in influencer marketing to maintain trust and reputation and ensure the industry’s long-term sustainability.