Abstract

Influencer marketing has become an important strategy in digital marketing, enabling brands to promote products through social media personalities who are perceived as trustworthy and relatable. However, the rapid growth of influencer marketing has raised concerns regarding transparency, authenticity, and consumer protection. The purpose of this study is to critically evaluate the effectiveness of governance in influencer marketing, particularly focusing on disclosure practices, authenticity cues, audience vulnerability, and the influence of regulatory and platform-based approaches on consumer welfare and brand risk. This study adopts a qualitative research approach based on secondary data, including academic literature, industry reports, and existing case studies. The analysis is supported by theoretical frameworks such as Source Credibility Theory, Persuasion Knowledge Theory, and the Elaboration Likelihood Model to explain how influencer marketing affects consumer perceptions and decision-making. In addition, a SWOT analysis comparing Gymshark and Fashion Nova is used to evaluate how influencer marketing governance can influence brand reputation and ethical marketing practices. The findings suggest that disclosure mechanisms and platform policies contribute to improving transparency in influencer marketing; however, their effectiveness is limited by inconsistent implementation and audience vulnerability. The study highlights the importance of stronger governance frameworks, transparent influencer partnerships, and improved consumer awareness to enhance ethical marketing practices and protect consumer interests in the evolving digital marketing environment.