PATIALA: A research project titled “Examining Influencer Marketing: Bridging Regulatory Gaps and Moral Boundaries in India” funded by the Indian Council of Social Science Research (ICSSR), North-Western Regional Centre (NWRC) has been awarded to Punjabi University.
The project aims to critically analyse the rapidly growing phenomenon of influencer marketing in India and explore the ethical, regulatory, and consumer protection challenges associated with it.
The study will be undertaken by Dr. Tarannum Mohan, Assistant Professor, Department of Management, Punjabi University Centre for Emerging and Innovative Technology, Mohali. The research focuses on understanding how influencer marketing practices on social media platforms impact consumer perceptions, trust, and purchasing decisions in the Indian digital ecosystem.
Influencer marketing has emerged as a powerful promotional strategy for brands across sectors. However, the rapid expansion of this practice has also raised questions regarding transparency, disclosure norms, and ethical boundaries. The ICSSR-funded project seeks to examine these emerging issues and identify regulatory gaps between existing advertising guidelines and actual influencer practices in India.
The research will investigate the moral and ethical considerations surrounding influencer promotions, including issues such as hidden advertising, authenticity of endorsements, and consumer awareness of paid collaborations. It will also analyze the effectiveness of current regulatory frameworks and propose policy recommendations for strengthening governance in the influencer marketing landscape.
Speaking about the project, Dr. Tarannum Mohan stated that influencer marketing is reshaping the advertising industry but also creating new ethical dilemmas. “This study aims to provide empirical insights into influencer-driven marketing practices and contribute to the development of more transparent, responsible, and consumer-friendly digital marketing ecosystems in India, ” she said.
The project is expected to contribute significantly to academic research, policy discussions, and industry practices related to digital marketing regulation. The findings will also help policymakers, marketers, and consumers better understand the evolving dynamics of influencer marketing and its implications for ethical advertising.
The ICSSR-NWRC research initiative aims to encourage scholarly work addressing emerging socio-economic issues in India. Projects supported under this scheme contribute to evidence-based policymaking and interdisciplinary research across the social sciences.