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Abstract

Penelitian ini bertujuan untuk menguji efektivitas dan etika influencer marketing di media sosial, yang telah menjadi salah satu strategi utama dalam dunia pemasaran digital. Fenomena pemasaran berbasis influencer tidak hanya mempengaruhi perilaku konsumen, tetapi juga memunculkan tantangan etika terkait kredibilitas influencer, transparansi promosi, dan dampak sosial. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi literatur, menganalisis berbagai sumber akademis yang membahas tentang influencer marketing, kredibilitas, etika, dan dampak sosial. Hasil penelitian menunjukkan bahwa influencer marketing sangat efektif dalam membangun hubungan yang lebih personal antara brand dan audiens, namun juga dihadapkan pada tantangan etika terkait transparansi pengungkapan hubungan komersial dan potensi manipulasi audiens. Selain itu, dampak sosial dari influencer marketing, seperti pembentukan standar kecantikan dan gaya hidup, perlu mendapat perhatian lebih agar tidak memperkuat stereotip negatif. Penelitian ini merekomendasikan pentingnya menjaga transparansi, etika yang lebih kuat dalam praktik influencer marketing, serta pengembangan regulasi yang lebih jelas untuk memastikan keberlanjutan dan keberagaman dalam industri pemasaran digital.

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Elanda, Y. E., & Rizki, A. (2025). Pemasaran Influencer di Media Sosial: Tinjauan Literatur Tentang Efektivitas dan Etika di Era Digital. Paradoks : Jurnal Ilmu Ekonomi, 8(1), 405–412. https://doi.org/10.57178/paradoks.v8i1.1127
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