Exploring social media influencers' moral dilemmas through role theory

Grgurić Čop, Nina (avtor), Culiberg, Barbara (avtor), First Komen, Ivana (avtor)

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.

• Jezik: Angleški jezik
• Ključne besede: marketing, management, consumer behaviour, social media, influencers, influencer marketing, role theory, moral dilemma, role conflict, influencer morality
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2024
• Št. strani: Str. 1-22
• Številčenje: Vol. 40, iss. 1/2
• PID: 20.500.12556/RUL-153967
• UDK: 339.138
• ISSN pri članku: 0267-257X
• DOI: 10.1080/0267257X.2023.2241468
• COBISS.SI-ID: 161322243
• Datum objave v RUL: 17.01.2024

Gradivo je del revije

• Naslov: Journal of marketing management
• Skrajšan naslov: MM, J. mark. manage.
• Založnik: Taylor & Francis, Westburn Publishers
• ISSN: 0267-257X
• COBISS.SI-ID: 16458333

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: trženje, management, vedenje potrošnikov, družbeni mediji, vplivneži

Projekti

• Financer: Drugi - Drug financer ali več financerjev
• Program financ.: University of Rijeka
• Številka projekta: ZP UNIRI 1/19