PENERAPAN ETIKA KOMUNIKASI DIGITAL OLEH ANGGOTA KOMUNITAS MALANG INFLUENCER (@NGALAM_INFLUENCER) DALAM PENYAMPAIAN KONTEN ENDORSEMENT

The rise of endorsement content on social media reflects the commodification of communication, where information, content, and social interactions are increasingly traded and commercialized. In this context, digital communication ethics becomes crucial to maintaining message integrity and building audience trust. This study aims to describe how digital communication ethics are applied by the Malang Influencer Community in delivering endorsement content. The research employs a descriptive qualitative method, focusing on five key aspects of digital communication ethics: accuracy, clarity, objectivity, fairness, and responsibility. The findings show that accuracy is applied through independent research, product testing, and the delivery of verified information. Clarity is reflected in the use of audience-appropriate language, voiceovers, and content formats such as reviews or recommendations. Objectivity is maintained through content packaging aligned with account niches, the use of specific phrases, rating systems, and professionalism in brand collaborations. Fairness is demonstrated through initial discussions with brands, openness to criticism and suggestions, and avoiding the display of competitor brand names in battle content. Lastly, responsibility is applied by influencers through participation in trainings or gatherings and regular evaluations using available social media features.