The Dark Side of Social Media Influencers: A Research Agenda for Analysing Deceptive Practices and Regulatory Challenges
本文提出研究议程，探讨社交媒体影响者的欺骗性行为（如推广有害产品、传播虚假信息、制造不切实际的美容标准等）及其对消费者和社会的负面影响，并提出6个理论命题和35个研究问题以指导未来研究。
ABSTRACT Social media influencers are powerful agents as they broadcast information, steer consumer behavior and social norms. But their influence masks a “dark side,” too. Our research agenda investigates this understudied theme. What happens when social media influencers behave badly? Does the negative influence adversely impact marketing strategies and consumer behavior? We explore a range of areas, including influencers' authenticity, ethics, and their psychological and social impact on followers. Employing interdisciplinary approaches, our research presents the complexities and harms of influencer culture. Organized around six key themes—Harmful Products, Misinformation, Unrealistic Beauty Standards, Comparison Culture, Deceptive Consumption, and Privacy Concerns— the findings provide a comprehensive analysis of the negative impacts of social media influencers in marketing contexts. Additionally, the study proposes six theoretical propositions and presents 35 research questions to guide future investigations.