An Ethical Dilemma in Influencer Marketing: Discovering Social Media Influencers' Justifications for Promoting Aesthetic Surgery
Background: The rise of influencer marketing, fuelled by globalisation and social media popularity, has led to an increased ethically contested promotion of aesthetic surgery by influencers. Existing research has primarily focused on consumers, leaving the influencer perspective and their ethical justifications largely unexplored. Purpose: To explore the ethical justifications of social media infl
