AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

This conceptual paper examines ethical risk in influencer-led message framing within the expanding GLP-1 pharmaceutical marketplace. Although regulatory systems require risk disclosure, influencer communication frequently emphasizes convenience, access, and visible outcomes, potentially shaping interpretations of safety and appropriateness. Drawing on stakeholder theory and marketing ethics, the framework explains how influencer–brand partnership characteristics influence perceived health credibility, which in turn may contribute to consumer harm. Two boundary conditions are specified: consumer health vulnerability and platform governance. Higher vulnerability strengthens the credibility–harm relationship, whereas stronger governance mechanisms, including moderation and accountability systems, attenuate it. The model clarifies how authenticity and experiential narration can unintentionally substitute for professional expertise, creating conditions in which persuasive communication outpaces informed understanding. By identifying pathways through which influence may generate welfare risk, the paper contributes to research on digital persuasion, pharmaceutical promotion, and responsible marketing strategy.

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