The Ethics of Collaborating With Social Media Influencers: Influencers and Psychological Well-Being

Introduction

The marketing domain has experienced a significant paradigm shift in recent times due to the emergence and prominence of social media influencers. These individuals, who frequently amass substantial followings on social media platforms, including Instagram, YouTube, and TikTok, have emerged as influential figures in consumer trend formation and purchasing decision impact (Joshi et al., 2023; Kim & Kim, 2022). Undoubtedly, the proliferation of influencer marketing has created novel opportunities for strategic business communication, granting organizations exclusive and immediate entry into their intended demographics. Nevertheless, this phenomenon also raises numerous ethical concerns that necessitate meticulous scrutiny. The rise of influencer marketing signifies a divergence from conventional advertising approaches. As more and more companies rely on influencers to promote their products or services, ethical considerations arise (Joshi et al., 2023). A fundamental ethical consideration pertains to matters concerning authenticity and transparency. It is incumbent upon influencers, who serve as intermediaries between brands and consumers, to divulge any affiliations they may have with the products they promote. Refraining from failing to do so gives rise to apprehensions regarding the genuineness of suggestions and obscures the distinction between authentic content and sponsored advertisements (Kim & Wang, 2023).

As a bonus, exploitation and manipulation are possible when influencers place monetary profit at the expense of their followers' welfare. Influencers' endorsement of products in pursuit of sponsorships and partnerships may need more sincerity and comprehensive evaluation, thereby potentially undermining the trust of their audience. On the other hand, brands must ensure that their partnerships with influencers align with the welfare and principles of influencers and followers. In addition to the ethical implications linked to marketing strategies, there is an increasing need to address the psychological welfare of social media influencers. The pressure to maintain a curated online presence, constant engagement, and the scrutiny of a vast audience significantly impact the mental health of influencers. Influencers may experience fatigue, anxiety, and a sense of identity distortion as they confront the complexities of online celebrity (Hosszu et al., 2022; Kim & Kim, 2022).

Comprehending and attending to the psychological welfare of influencers is not merely a matter of ethics but also a critical business decision for organizations involved in influencer marketing. An influencer who maintains sound mental health is more adept at producing genuine and captivating content and cultivating a sincere rapport with their audience. Fostering enduring and mutually advantageous partnerships, brands that place a high value on the welfare of influencers positively impact the sustainability of the influencer marketing ecosystem. This chapter explores the complex network of ethical considerations that encircle business-social media influencer collaboration. Our study investigates the intricate facets of the psychological well-being of influencers and examines the potential ramifications for strategic business communication within the dynamic digital marketing environment.

Many theoretical frameworks offer significant perspectives on the ethical aspects of partnerships involving social media influencers. The Social Contract Theory, for example, illuminates the implicit agreements among brands, influencers, and their audience, emphasizing the criticality of honesty and transparency in preserving a harmonious rapport. When formulating ethical decisions regarding marketing practices, the utilitarian perspective urges businesses and influencers to prioritize the most significant benefit for the largest possible population (Kim & Wang, 2023). In recent years, the proliferation of digital platforms and the widespread accessibility of content generation have given rise to influencer marketing. The emergence of individuals who exploit their online presence to exert influence has resulted in the development of a vibrant environment conducive to brand collaborations. Nevertheless, as this domain progresses, ethical dilemmas also arise, demanding a comprehensive examination of the intricate relationship among influencers, brands, and their respective audiences.