ALL libraries (COBIB.SI union bibliographic/catalogue database)
  • Exploring social media influencers' moral dilemmas through role theory
    Grgurić Čop, Nina ; Culiberg, Barbara ; First Komen, Barbara
    This 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 part
    Publish date - 2024
    Language - english
    COBISS.SI-ID - 161322243

    Link(s):

    Repository of the University of Ljubljana – RUL
    DOI

Shelf entry