Influencer marketing is now integral to business marketing strategies. Despite extensive research into its benefits, little attention has been paid to potential adverse effects on consumers. This study explores how influencer marketing strategies might hinder consumers' critical thinking about misleading eco-labels while enhancing marketing effectiveness through reduced persuasion knowledge. The present study delves into narrative persuasion as a central influencer marketing strategy. Previous studies suggest that narrative ads by influencers are more persuasive than non-narrative ads. Narrative ads, often presented as personal stories, tend to diminish consumers' persuasion knowledge compared to non-narrative ads. Grounded in the Persuasion Knowledge Model (PKM) and narrative persuasion, this research aims to understand how narratives amplify advertising effectiveness by limiting consumers' critical thinking. It also focuses on challenges when influencers endorse products with misleading eco-friendly labels, evaluating the reduction in critical thinking using eco-label skepticism. The current research includes two online experimental studies. The first experiment, exploring the impact of narrative and hashtags, revealed narrative's favorable effect on advertising effectiveness by reducing persuasion knowledge and eco-label skepticism with fewer hashtags. Exposure to narratives decreased awareness of advertising and critical attitudes toward misleading eco-labels, leading to positive advertising outcomes, particularly when ads featured fewer hashtags. The second experiment, featuring narrative and social commerce, did not demonstrate narrative's effect on advertising outcomes through persuasion knowledge and eco-label skepticism. This research scrutinizes the influence of influencer marketing strategies on consumers' perceptions of misleading eco-labels and advertising, with a specific focus on eco-label skepticism and persuasion knowledge. The examination of narrative strategies in conjunction with other influencer advertising tactics (i.e., hashtags, social commerce) holds particular significance. Furthermore, this study underscores the importance of consumer protection and education concerning influencer advertising, particularly in the context of misleading eco-labeled product promotions. Advancing beyond existing research on influencer marketing, which typically focuses on its effectiveness, this research introduces a perspective on potential negative impacts on consumers, providing insights with both theoretical and practical implications. It contributes to shaping the future landscape of influencer marketing and the promotion of eco-labeled products for consumers, advertisers, marketers, and policymakers.