INFLUENCE MARKETING: A ANALYSIS OF ADVERSE EFFECTS ON ONLINE CONSUMER RELATIONS AND THE ROLE OF THE CDC

Abstract

The study examines the effects of digital influencers on consumers' purchasing decisions amidst the growing presence of influencer marketing on social media. The central question is how content creators influence their followers' choices, highlighting the difficulty in distinguishing organic content from advertising. Despite the crucial role of the Consumer Protection Code (CDC) in safeguarding consumers, the lack of specific legislation for this form of persuasion makes its application challenging. Thus, it analyzes how the digital influencer market affects online consumer relations, particularly concerning illicit advertising practices. The methodology employed is bibliographic and documentary, using sources such as articles, legislation, and online resources, with a qualitative approach and deductive method. It is expected that the results will contribute to a broad understanding of consumption dynamics in the digital age and to the identification of legal measures that can mitigate the negative effects of influencer marketing, protecting consumers against abusive and deceptive advertising practices that emerge through digital influencers.