The Dark Side of Social Media Influencers: A Research Agenda for Analysing Deceptive Practices and Regulatory Challenges

ABSTRACTSocial 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.