• Madhu Mati A

An influencer may be described as a person who has acquired a considerable number of followers, subscribers, or audience on a social media platform, and creates a variety of content depending upon his interests or ideas, which may also be commercial in nature, and is capable of impacting his audience to purchase goods/ services that he endorses or advertises through his contents. In recent times, many businesses have started to engage influencers as a tool for advertising their brand or products on social media, to a very large extent. The influencers may be classified on a variety of bases, like the number of followers or subscribers they have, the type of content they create, or the business model they adopt, etc. Regardless, their impact on the market preferences, consumer attitudes, and behaviors has hiked in recent years, especially after the COVID-19 pandemic. However, there are no clear statutory bodies or regulatory authorities to regulate the activities of influencers and promote the safety of consumers in influencer marketing. The status of social media influencers seems to be vague and ambiguous in legal aspects, which makes it difficult to determine the extent of their liabilities and duties upon them in complaints of consumer rights violations.

Influencer, Influencer Marketing, Social media, Consumer Protection

"Impact Of Influencer Marketing And Consumer Protection", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 6, page no.j237-j242, June-2022, Available :http://www.jetir.org/papers/JETIR2206930.pdf

"Impact Of Influencer Marketing And Consumer Protection", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 6, page no. ppj237-j242, June-2022, Available at : http://www.jetir.org/papers/JETIR2206930.pdf