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Exploring social media influencers' moral dilemmas through role theoryGrgurić Čop, Nina ; Culiberg, Barbara ; First Komen, BarbaraThis study examines how social media influencers (SMIs) perceive their role in the complex relationships between brands, followers, and society, the moral dilemmas they face, and how they deal with ... them. The results show that SMIs find themselves in different roles depending on which stakeholders' expectations they fulfil. Using role theory as a theoretical framework, we find that the conflicts between extended expectations (commitment, authenticity, and responsibility) lead to various moral dilemmas: non-disclosure, withholding negative experiences, lack of empathy, promotion of products without genuine experience, sharing opinions on socially relevant issues, and promotion of harmful products. Strategies for resolving these dilemmas which help SMIs manage their complex moral obligations include: spotlighting a role, downplaying a role, customizing a role, and resorting to a role.Source: Journal of marketing management. - ISSN 0267-257X (Vol. 40, iss. 1/2, 2024, str. 1-22)Type of material - article, component partPublish date - 2024Language - englishCOBISS.SI-ID - 161322243
Author
Grgurić Čop, Nina |
Culiberg, Barbara |
First Komen, Barbara
Topics
trženje |
management |
vedenje potrošnikov |
družbeni mediji |
vplivneži |
marketing |
management |
consumer behaviour |
social media |
influencers
Author | Grgurić Čop, Nina ; Culiberg, Barbara ; First Komen, Barbara |
Title | Exploring social media influencers' moral dilemmas through role theory |
Publication date | 2023-08-02 |
COBISS.SI-ID | 161322243 |
Publication version in repository | Publisher's version |
Publication licence | Creative Commons Attribution 4.0 International |
Embargo | Immediate publication for public |
Project(s) from which the publication was funded
Title | Acronym | Project ID | Funder |
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ZP UNIRI 1/19 | 1/19 |
University of Rijeka |
Files that belong to the publication
Link |
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https://repozitorij.uni-lj.si/IzpisGradiva.php?id=153967 |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Grgurić Čop, Nina | |
Culiberg, Barbara | 28909 |
First Komen, Barbara |
Source: Personal bibliographies
and: SICRIS
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