Navigating the Influence of E-commerce: Challenges and Solutions in Influencer Marketing for Audience Advertising Literacy

E-commerce has emerged as one of the most convenient purchasing options for consumers, with influencers playing a significant role in its success. These content creators have become valuable partners for brands, serving as powerful public representatives for products and services. This strategy allows brands to engage with potential consumers through various formats and channels. However, it sometimes makes it challenging for the audience to distinguish the commercial intent, a phenomenon often referred to as native advertising. This reality presents several challenges, including the need for effective and transparent advertising disclosure to ensure that the audience can recognize the commercial nature of influencer collaborations. This is particularly important when considering audiences such as minors, who frequently follow content creators and may struggle to discern the purpose of these publications. This chapter explores the roles of various actors and institutions in the context of hybrid advertising conducted by influencers and its impact on minors. It also discusses key characteristics to consider when implementing ethical guidelines for influencer advertising and underscores the significance of advertising literacy.