Influencer marketing ethics : the role of influencer intermediaries in shaping ethical standards for social media influencers

Abstract

Influencer marketing has experienced rapid growth in recent years, resulting in the increasing importance of influencer intermediaries. Previously seen as facilitators and moderators of influencer campaigns, intermediaries such as influencer marketing and PR agencies have emerged as important stakeholders shaping the industry’s ethical standards. However, their role in shaping ethical practices within the influencer marketing industry is largely understudied. Addressing this research gap, this study aims to gain a clearer understanding of intermediaries’ approach to and impact on ethical standards, particularly in the context of the Finnish market. This study followed an empirical and qualitative approach, collecting data through semi-structured interviews of marketing professionals working in influencer agencies. Overall, 21 interviews were carried out. The analysis of the findings helps gain a better understanding of influencer intermediaries, particularly that they do not merely enforce ethical principles and regulatory compliance; they steward ethics for influencers and brands, strategically shaping ethics while navigating potential dilemmas. The findings illustrate that influencer intermediaries take multiple ethical roles in the industry, acting as thought leaders, conflict mediators, educators, practical decision-makers, and ethical gatekeepers. Moreover, this study reveals that by negotiating authenticity, transparency, and responsibility in the complex ethical landscape, they actively shape the practices through strategic direction and legitimacy.