The article adopts a hybrid discourse that combines scienti...
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Ano: 2025
Banca:
UNIVALI
Órgão:
Prefeitura de Luiz Alves - SC
Prova:
UNIVALI - 2025 - Prefeitura de Luiz Alves - SC - Professor de Língua Inglesa - Edital nº 15 |
Q4037189
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New research unveils the "dark side" of social media
influencers and their impact on marketing and
consumer behaviour
Social media influencers (SMIs) pose psychological,
health and security risks and need tighter regulation, a
new study finds.
SMIs have revolutionised marketing, shaping consumer
behaviour, brand strategies, and even societal norms.
However, new research exposes a lesser-known side of
influencer culture, one that raises ethical, psychological,
and regulatory concerns.
A recent study by the University of Portsmouth
systematically examines the negative impacts of SMIs,
highlighting issues such as misinformation, endorsement
of dangerous products, unrealistic beauty standards, the
fostering of a comparison culture, deceptive
consumption, and privacy risks.
With influencer marketing projected to reach an
estimated $480 billion by 2027, companies increasingly
rely on SMIs to promote products and foster consumer
trust.
A Digital Marketing Institute (2024) survey found that 60
per cent of consumers trust influencer recommendations,
with nearly half of all purchasing decisions being
influenced by these endorsements. However, as
influencer culture grows, so do concerns about its
unintended consequences.
Many SMIs act as opinion leaders or experts within their
respective areas, frequently reviewing products and
leveraging their authority, expertise, or relationships with
followers to influence purchasing decisions. Some inspire
and entertain; others deceive and upset. The deception
and damage, and their impact on consumption, need to
be carefully regulated.
Yuksel Ekinci, Professor of Marketing and Sales at the
University of Portsmouth
The paper, published in Psychology and Marketing,
warns power of SMIs is creating a worrying consumer
landscape. Unlike traditional celebrities, whose fame is
typically rooted in institutional settings - such as acting,
music, or sports - SMIs gain recognition through social media platforms, often relying on personal branding and
consistent engagement with their audiences.
Yuksel Ekinci, Professor of Marketing and Sales at the
University of Portsmouth, said: "Many SMIs act as
opinion leaders or experts within their respective areas,
frequently reviewing products and leveraging their
authority, expertise, or relationships with followers to
influence purchasing decisions. Some inspire and
entertain; others deceive and upset. The deception and
damage, and their impact on consumption, need to be
carefully regulated."
This study organises the negative aspects of influencer
marketing into six key themes:
1. Promotion of harmful products − SMIs often endorse
unhealthy or dangerous products such as diet pills, detox
teas, and alcohol without full disclosure, influencing
consumption habits, particularly among younger
audiences.
2. Dissemination of misinformation − many influencers,
despite lacking expertise, spread false information about
health, politics, and social issues, leading to widespread
disinformation.
3. Reinforcement of unrealistic beauty standards − by
presenting filtered and curated images, influencers
contribute to body dissatisfaction, low self-esteem, and
harmful beauty practices.
4. Fostering of comparison culture − influencer-driven
content fuels lifestyle envy and social anxiety, leading to
negative self-comparison and diminished wellbeing.
5. Deceptive consumption practices − some influencers
engage in unethical behaviours such as undisclosed
sponsorships, promotion of counterfeit goods, and
misleading advertisements, undermining consumer trust.
6. Privacy concerns − the extensive data collection and
sharing by influencers raise significant security and
regulatory issues, posing risks for both influencers and
followers.
Social media influencers hold immense power over
consumer decisions and cultural norms. While they
provide entertainment, inspiration, and brand
engagement, the unchecked influence of some SMIs can
lead to serious ethical and psychological consequences.
Our study highlights the urgency for both academic and
industry stakeholders to address these challenges
proactively.
Dr Georgia Buckle, Research Fellow in the School of
Accounting, Economics and Finance at the University of
Portsmouth
The study calls for more stringent oversight, increased
transparency, and ethical marketing strategies to mitigate
these risks. Researchers suggest the following strategies
for policymakers and marketeers:
•Transparency and ethical compliance: brands must
enforce clear disclosure policies to ensure responsible
influencer partnerships.
• Regulation and consumer protection: governments should strengthen policies on influencer marketing to
prevent deceptive practices and misinformation.
• Mental health awareness: companies and influencers
must prioritize authentic content that promotes well-being
rather than unattainable ideals.
• Data privacy protections: stronger safeguards and
awareness campaigns are needed to protect users from
privacy breaches and data exploitation.
Dr Georgia Buckle, Research Fellow in the School of
Accounting, Economics and Finance at the University of
Portsmouth, said: "Social media influencers hold
immense power over consumer decisions and cultural
norms. While they provide entertainment, inspiration, and
brand engagement, the unchecked influence of some
SMIs can lead to serious ethical and psychological
consequences. Our study highlights the urgency for both
academic and industry stakeholders to address these
challenges proactively."
This research offers a critical framework for analysing
influencer culture beyond its commercial benefits,
emphasising the need for ethical marketing practices and
a healthier digital ecosystem.
https://www.port.ac.uk/news-events-and-blogs/news/new-research-unv
eils-the-dark-side-of-social-media-influencers-and-their-impact-on-mark
eting-and-consumer-behaviour
The article adopts a hybrid discourse that combines
scientific precision with media accessibility. By alternating
expert quotations, institutional references, and evaluative
statements, it constructs a particular tone of authority.
Which rhetorical mechanism best explains how this
hybrid style reinforces the persuasive power of the text?
Gabarito comentado
Confira o gabarito comentado por um dos nossos professores
Gabarito: A
Fundamento decisivo: O enunciado já indica que o artigo combina precisão científica com acessibilidade midiática. O ponto decisivo é reconhecer que essa persuasão se apoia na alternância entre vozes autorizadas e evidências factuais, o que sustenta a alternativa A.
Tema central: autoridade retórica híbrida
Análise das alternativas
A
Certa
A alternativa A descreve o mecanismo persuasivo central: citações de especialistas, referências institucionais e dados/fatos objetivos. Isso produz credibilidade da fonte e sustentação factual do argumento, ao mesmo tempo em que mantém a acessibilidade do texto para o público amplo.
B
Errada
Está errada porque o texto não se apoia em ambiguidade semântica para convencer. Ao contrário, ele delimita os problemas de modo explícito, com categorias enumeradas e formulações diretas, reduzindo incerteza em vez de provocá-la.
C
Errada
Está errada porque, embora existam termos avaliativos pontuais como dark side e worrying, isso não constitui o mecanismo central de persuasão. A força argumentativa principal vem da credibilidade construída por especialistas, instituições e dados, não de dramatização lexical predominante.
D
Errada
Está errada porque o texto não se estrutura por metáforas nem por identificação emocional com o estilo de vida dos influenciadores. Sua base é expositiva-argumentativa, sustentada por referências acadêmicas, enumeração de riscos e explicitação analítica.
Pegadinha da questão
A confusão real era tomar a presença pontual de adjetivos avaliativos como se o texto fosse sensacionalista, quando o enunciado já sinaliza que a autoridade vem da combinação entre precisão científica, fontes especializadas e acessibilidade.
Dica para questões semelhantes
- Quando a questão perguntar sobre autoridade do texto, procure primeiro quem fala, com qual vínculo institucional e com qual tipo de evidência.
- Se o enunciado destacar discurso híbrido, verifique se a persuasão nasce da combinação entre credibilidade técnica e linguagem acessível, não de emoção ou ornamentação.
- Diferencie recurso secundário de mecanismo central: adjetivos avaliativos podem aparecer, mas só decidem a questão se estruturarem a persuasão.
- Enumeração, dados, estudo citado e fala de especialista costumam sinalizar articulação de logos com ethos.
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