The Role of Fraud Influence in Social Media Marketing and How Brands Can Mitigate It

Abstract

This study investigates the impact of influencer fraud on social media marketing, focusing on how it affects consumer trust and brand reputation. The research included 146 participants, primarily young adults, to understand their perceptions of influencer marketing. Key findings reveal that most respondents use social media daily, with YouTube being the most popular platform. Many participants believe that influencer fraud significantly damages marketing campaigns and leads to wasted budgets. The study highlights a common concern that brands often fail to identify fake influencers, which can harm their credibility. Participants also expressed the need for brands to implement stricter vetting processes and invest in tools to detect fake followers. The analysis indicates a strong correlation between age, education, and marital status with awareness and perceptions of influencer fraud. Overall, the research emphasizes the responsibility of brands to educate themselves about fraud prevention strategies and calls for social media platforms to enhance regulations to combat influencer fraud effectively. The findings contribute valuable insights into the challenges of social media marketing and underscore the importance of maintaining trust between brands and consumers in the digital landscape.