Ethical Blogging Relations: Developing Disclosure to Build Trust and Avoid Brand Disputes

Maricar A. Acierto, Irish Joy G. Amparo, Avendaño, Franches Margoux G. and Angelica Y. Inciong
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Maricar A. Acierto: Bachelor of Science in Office, Administration, Polytechnic University of the Philippines – Parañaque City Campus
Irish Joy G. Amparo: Bachelor of Science in Office, Administration, Polytechnic University of the Philippines – Parañaque City Campus
Avendaño, Franches Margoux G.: Bachelor of Science in Office, Administration, Polytechnic University of the Philippines – Parañaque City Campus
Angelica Y. Inciong: Bachelor of Science in Office, Administration, Polytechnic University of the Philippines – Parañaque City Campus

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 637-652

Abstract: The relationship between brands and bloggers has not only increased in this changing landscape of digital marketing but also commands a greater focus on ethical practice issues that promote transparency and trust. The paper discusses the ethical aspects of blogger relations, particularly disclosure practices that can add credibility and resolve disputes for brands, bloggers, and their audience. The Discussion suggests a good historical background of influencer marketing; it is predominantly shifting from informal partnerships to proper regulated practice stimulated by consumer scrutiny and guidelines set up by the authorities, such as the Federal Trade Commission. A review conducted in the study for a literature review found that transparency is vital in building trust in influencer communications. Empirical evidence argued that audiences are most likely to engage with more content when disclosing clear information. Case studies, such as health-related blogging and controversies over it, exemplify the consequences that would emerge in failure to observe ethics tenets. Research into disclosure provides recommendations toward aggressive disclosure policies that have not only an alignment with the principles of ethics but can also function as competent marketing strategies with which to contribute to a more accountable digital landscape. This study hopes to provide brands and bloggers with actionable insights on how to nurture trust and project a positive reputation in an overwhelmingly scrutinized world.

Date: 2024
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