Consumer Experiences and Perceptions on Influencer Marketing: The Impact of Regulation Gaps on Content Creation in Mexico

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Authors
Aguilar, Itzel
Issue Date
2023
Degree
MSc in Digital Marketing and Analytics
Publisher
Dublin Business School
Rights
Abstract
In recent times, the practise of influencer marketing has drawn significant attention, however, the lack of regulations has given rise to ethical considerations. The primary objective of this study was to examine the effects of regulatory deficiencies on content generation, customer experiences, and perceptions in the context of Mexico. The objective of the study was to investigate the impact of regulatory gaps on consumers in Mexico. The study also examined reactions to unethical behaviours, aiming to identify remedies for promoting responsible influencer marketing. A quantitative methodology was utilised to conduct online surveys that specifically targeted those between the ages of 18 and 24 who actively consume influencer content. The findings of the study brought attention to the participants' concerns regarding transparency, ethical considerations, and the necessity for more stringent regulatory measures. The results of the study highlighted the significance of ethical influencer marketing, with a particular emphasis on the role of openness in fostering customer trust. The participants expressed their support for more stringent restrictions aimed at ensuring the authenticity of influencer content. In summary, the study provided insights into the significance of regulatory gaps in the context of influencer marketing. By examining the potential outcomes of unregulated practises, the research paper promoted the importance of ethical and responsible influencer marketing in Mexico, thereby cultivating a favourable relationship between businesses, influencers, and consumers.