ETHICS BEHIND INFLUENCER MARKETING: THE PERSPECTIVE OF YOUNG ADULTS

Abstract

This End of Degree Project presents an analysis of the ethics of influencer marketing from the perspective of young adults. Given the broad nature of ethics, the focus is narrowed to the authenticity of the influencers in their promotions, the effects that this practice can have on a more vulnerable audience, and the responsibility that the influencer has about his/her image and the brand they endorse. To achieve this, a survey was conducted among 200 people within the target audience. The results show that the authenticity and credibility of influencers are key factors influencing consumer purchase decision; that it is a practice with effects on consumers and the brand they are working for, both positive and negative; and that the perception of an influencer image significantly affects the public¿s view of the brand they promote.