THE DARK SIDE OF INFLUENCER MARKETING: CONSUMER SKEPTICISM AND TRUST EROSION IN DEVELOPING ECONOMIES

While influencer marketing has been widely recognized as an effective digital communication strategy, its potential negative consequences remain underexplored, particularly in developing economies. This study examines the dark side of influencer marketing by proposing and empirically testing a conceptual framework that integrates commercialization pressures, consumer skepticism, trust erosion, and negative behavioral outcomes. Drawing on the Persuasion Knowledge Model, trust theory, and psychological reactance theory, the study investigates how over-commercialization, lack of transparency, influencer–brand misfit, and influencer fatigue activate skepticism and perceived manipulation. The findings indicate that skepticism plays a central mediating role, eroding trust in influencers and endorsed brands, reducing engagement, increasing negative word-of-mouth intentions, and ultimately diminishing purchase intention. The results further demonstrate that contextual factors such as digital literacy and platform dependence moderate skepticism activation mechanisms in developing economies. By shifting the focus from influencer marketing effectiveness to relational fragility and reputational risk, this study contributes to influencer marketing and emerging market research. Managerially, the findings underscore the importance of transparency, strategic alignment, and commercialization control in sustaining long-term influencer credibility and brand performance.