Affiliation:
1. Multidisciplinary Research Centre for Innovations in SMEs, Gisma University of Applied Sciences, Potsdam, Germany
2. GISMA University of Applied Sciences, Germany
Abstract
In recent years, influencer marketing has gained immense popularity in the fashion and beauty industries. Be that as it may, the moral ramifications of this marketing approach, its influence on administrative structures, and its effect on customer trust and prosperity have been underexplored in the scholastic writing. This chapter plans to address these examination holes by examining the degree to which influencer marketing shapes moral conversations and administrative systems around issues of transparency and authenticity as a business model innovation for fashion and beauty startups, and what this accordingly means for customer trust and prosperity. Through an extensive writing survey and exact examination, this study will evaluate business model innovation in influencer marketing and investigate the multi-layered connection between influencer marketing, morals, and their impact on moral conversations within the selected industries.