Social Media Influencers’ Product Endorsement – The Ethical Aspects of Influencer Marketing and Its Negative Effect on Consumers’ Well-Being

Abstract

The rapid growth of social media influencer (SMI) marketing has fundamentally reshaped consumer purchasing habits, generating billions in revenue but simultaneously creating a significant ethical dilemma. This thesis investigates the ethics of SMIs' product endorsements and their consequent negative effects on consumer well-being. Specifically, the research addresses the question: What are the ethics of social media influencers’ product endorsements to online consumers? Employing a relevant theoretical framework and analyzing three high-profile case studies from Vietnam—involving the fraudulent promotion of KERA’s vegetable candies, fake milk powder, and Hanayuki cosmetics—this study demonstrates the urgent need for accountability in the digital sphere.

The findings establish that the primary motivator for unethical endorsements is financial gain driven by greed, leading SMIs to promote low-quality, misleading, or counterfeit goods. This lack of integrity not only erodes public trust and reputation but also subjects consumers to financial harm and psychological distress. The research confirms that the influence held by SMIs necessitates corresponding legal and ethical responsibility. The thesis concludes by providing a structured set of Future Recommendations for regulators, social media platforms, brands, and educational institutions to enforce transparency, mandate expert vetting for regulated products, and ultimately better safeguard consumer well-being in the digital marketplace.