INFLUENCER MARKETING IN THE DIGITAL AGE: A COMPREHENSIVE REVIEW OF IMPACT, ETHICAL PRACTICES, AND FUTURE EFFECTIVENESS

Abstract

This review synthesizes influencer marketing's development, theoretical frameworks, ethical dilemmas, regulatory landscapes, and future challenges. Highlighting its departure from traditional advertising through social proof and trust, the paper scrutinizes transparency, authenticity, and the necessity for adaptive strategies amidst evolving digital norms and consumer skepticism. It assesses the impact of new technologies, differences between influencer types, cross-cultural effectiveness, and gamification's role. The findings advocate for an ethically robust, flexible approach to maximize influencer marketing's benefits for all stakeholders, emphasizing continued research and ethical innovation.