Digital Marketing Communication Ethics of Influencers for Setting Communication Guideline to Balance between Creative Marketing Communication and Convincing Society for Personal Interest


  • Anothai Ngamvichaikit Associate Professor, School of Management Science, Sukhothai Thammathirat Open University


Digital Marketing Communications, Ethics, Online Influencers


This research aims to investigate the patterns of ethical and legal violations from case study of marketing communications through influencers occurring in Thailand and propose ethical guidelines for digital influencer marketing for Thai marketers based on a qualitative study via digital media. The researcher collected data specifically from 10 case studies, which were selected based on the criteria that the influencer marketing communications were legally infringing and caused damage between the years 2018-2023. The results revealed five patterns of ethical violations, including: enticing followers towards illegal products, persuading followers to use counterfeit or substandard products, deceiving followers to purchase or invest in false products, manipulating decisions of vulnerable groups, and misleading or defaming individuals that lead to societal divisions. The guidelines for ethical digital influencer marketing involve four key stakeholders: online influencers, digital marketers, professional associations and governmental agencies, and consumers. All stakeholders should collaboratively support ethical digital influencer marketing practices for sustainable marketing that benefits consumers in society.


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How to Cite

Ngamvichaikit, A. . (2023). Digital Marketing Communication Ethics of Influencers for Setting Communication Guideline to Balance between Creative Marketing Communication and Convincing Society for Personal Interest. Journal of Industrial Business Administration, 5(2), 51–65. Retrieved from



Research Articles