Blurred lines in social media influencing: Exploring the consequences of using personhood as a platform.

Abstract

This position paper discusses the rise of social media influencing in India and its implications for content and consumerism as the lines blur between personal and professional personas, raising concerns about transparency, misinformation, mental health, and materialism. This paper brings these issues to light through specific examples and argues that to address them, there is a need for a collaborative effort among consumers, regulators, brands, agencies, and influencers.