JCMCE_SPECIAL EDITION_2026_ID_05

Home > Journals > JCMCE > Archives JCMCE > Volume 2 JCMCE > Volume 2 Special Issue 1 2026 > JCMCE_SPECIAL EDITION_2026_ID_05

A STUDY ON THE IMPACT OF MISLEADING INFLUENCER PROMOTIONS ON CONSUMER TRUST, CONSUMER AWARENESS AND ATTITUDE TOWARDS INFLUENCER MARKETING

https://doi.org/10.65725/JCMCE/2S1/005

JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE)
Volume 2, Special Issue 1, 2026
Special Issue : Algorithmic Economies: AI Across Digital Finance, Social Life, and Higher Education

Abstract:
Misleading influencer promotions have become a major concern in digital marketing due to their impact on consumer trust and perceptions. This study examines the effect of misleading influencer promotions on consumer trust, consumer awareness, and attitudes towards influencer marketing among social media users. Primary data were collected from 100 respondents using a structured questionnaire through Google Forms and convenience sampling. The data were analysed using Percentage Analysis, Mean and Standard Deviation, Chi-square Test, and Friedman Test. The findings reveal that misleading promotions reduce consumer trust, increase awareness in identifying deceptive content, and influence attitudes towards influencer marketing, highlighting the need for transparency and ethical promotional practices.

Authors: Dr. K. Vĳayalakshmi , Ashika R, Akshaya M & Nivetha D

Keywords: Misleading influencer promotions, Consumer trust, Consumer awareness, Attitude towards influencer marketing, Social media, Influencer marketing, Sponsored content, Ethical marketing.