The article highlights that social media influencers have t...
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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 |
Q4037191
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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 highlights that social media influencers have
transformed marketing and consumer culture but also
differ from traditional celebrities in how they build
influence. Based on the text, how do influencers primarily
shape consumer behaviour compared to traditional
celebrities?
Gabarito comentado
Confira o gabarito comentado por um dos nossos professores
Gabarito: D
Fundamento decisivo: A decisão dependia da comparação explícita feita pelo texto entre a origem da fama das celebridades tradicionais e a forma como os influenciadores são reconhecidos nas redes sociais.
Tema central: formação da influência
Análise das alternativas
A
Errada
Errada porque transfere aos influenciadores uma característica que o texto atribui às celebridades tradicionais: fama ou autoridade associada a contextos institucionais. É uma inversão da comparação central.
B
Errada
Errada porque o texto diz que os influenciadores ganham reconhecimento por meio de plataformas de mídia social, e não apenas por canais oficialmente reconhecidos. O problema decisivo é a restrição absoluta sem apoio textual.
C
Errada
Errada porque o texto não afirma dependência de empresas de entretenimento para manutenção da confiança pública. Ao contrário, a base da influência indicada é personal branding e engajamento com seguidores; esse elemento da alternativa foi inventado.
D
Certa
A alternativa D está certa porque corresponde ao trecho que diz que os SMIs ganham reconhecimento through social media platforms, relying on personal branding and consistent engagement with their audiences.
Pegadinha da questão
A confusão real era trocar o traço das celebridades tradicionais pelo dos influenciadores e, numa leitura apressada, associar 'authority' a validação institucional, quando o texto destaca branding pessoal e engajamento com a audiência.
Dica para questões semelhantes
- Quando a pergunta comparar dois grupos, procure o trecho em que o texto opõe explicitamente um ao outro.
- Elimine alternativas que invertam os polos da comparação central do texto.
- Desconfie de palavras absolutas como 'only' quando o texto não traz essa exclusividade.
- Se a alternativa introduz um agente ou condição não mencionados no texto, ela não se sustenta.
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