JOURNAL ARTICLE

Why the Influencer Industry Needs Guardrails.

  • Published In: Harvard Business Review, 2024, v. 102, n. 3. P. 42 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Hund, Emily 3 of 3

Abstract

The article focuses on the growth and professionalization challenges of the social media influencer industry, a global marketing force valued at $21 billion by the end of 2023. It traces the industry's origins to early 2000s digital platforms and economic shifts, highlighting its rise amid economic precarity and the appeal of perceived authenticity. Despite its success, the industry faces significant issues including lack of regulation, inconsistent enforcement of disclosure rules, exploitation risks, and unclear professional standards. The article advocates for establishing clearer expectations, ethical guidelines, and trade organizations or unions to protect influencers, brands, and consumers, emphasizing the need for transparency, fair compensation, and long-term strategic collaboration to ensure the industry's sustainability and credibility.

Additional Information

  • Source:Harvard Business Review. 2024/05, Vol. 102, Issue 3, p42
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2024
  • ISSN:0017-8012
  • Accession Number:176460443
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