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Influencers Tell All?: Unravelling Authenticity and Credibility in a Brand Scandal
University of Western Australia.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Media Management and Transformation Centre (MMTC). Högskolan i Jönköping, Högskolan för lärande och kommunikation, HLK, Medie- och kommunikationsvetenskap.ORCID-id: 0000-0002-0301-9765
2016 (engelsk)Inngår i: Blurring the lines: Market-driven and democracy-driven freedom of expression / [ed] Maria Edström, Andrew T. Kenyon & Eva-Maria Svensson, Nordicom, 2016, 153-161 s.Kapittel i bok, del av antologi (Annet vitenskapelig)
Abstract [en]

This chapter discusses the emerging practices of social media Influencers. In focus are six influential Instagram Influencers who were ‘exposed’ for involving themselves in campaigns aiming to discredit telecommunications providers in Singapore. In the absence of enforced legal boundaries and industry norms regarding advertising formats and advertising ethics, brand scandals are frequent, causing concern among regulators, brand managers, and platform owners. When starting to accommodate commercial brands and contents in social media posts, Influencers are constantly at risk of breaching their contract of trust with their followers. The case study shows how Influencers, followers, and eventually also the brand clients, are sensitive to what they experience as deceptive and unethical behaviours that will put normative pressures onto the Influencers to conform to certain ethical standards.

sted, utgiver, år, opplag, sider
Nordicom, 2016. 153-161 s.
Emneord [en]
Instagram, Bloggers, Social media practices, Influencer networks, Advertising ethics, Singapore, Influencers
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-32006ISBN: 978-91-87957-36-9 (tryckt)ISBN: 978-91-87957-37-6 (tryckt)OAI: oai:DiVA.org:hj-32006DiVA: diva2:1037628
Tilgjengelig fra: 2016-10-17 Laget: 2016-10-17 Sist oppdatert: 2016-10-17bibliografisk kontrollert

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Totalt: 1397 treff
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