The Authenticity Crisis in Influencer Marketing: Advertising Disclosure, Fraudulent Engagement, and Consumer Trust Erosion
Year: 2025
Type: article
Abstract: The proliferation of influencer marketing has introduced significant authenticity challenges that threaten consumer trust and market integrity. This meta-analysis examines the authenticity crisis in influencer marketing through three critical dimensions: inadequate advertising disclosure practices, fraudulent engagement mechanisms including fake reviews and purchased followers, and the resulting erosion of consumer trust. Drawing on 47 empirical studies published between 2018 and 2024, this research synthesizes findings on disclosure compliance rates, prevalence of fraudulent activities, and their impact on consumer attitudes. Results indicate that 63-78% of sponsored content lacks clear advertising labels, while fake engagement practices affect an estimated 15-49% of influencer accounts. Consumer trust shows significant negative correlations with both inadequate disclosure and detected fraud. The study proposes a comprehensive framework for understanding authenticity threats and discusses regulatory implications for platform governance and marketing ethics.
Author: Ze Chen
Institution: Xi’an Jiaotong-Liverpool University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7092656193
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