20.500.12556/RUL-153967 Exploring social media influencers' moral dilemmas through role theory 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. marketing management consumer behaviour social media influencers influencer marketing role theory moral dilemma role conflict influencer morality trženje management vedenje potrošnikov družbeni mediji vplivneži true false true Angleški jezik Slovenski jezik Članek v reviji 2024-01-17 08:21:41 2024-01-17 08:21:44 2024-09-30 14:26:11 0000-00-00 00:00:00 2024 0 0 Str. 1-22 iss. 1/2 Vol. 40 2024 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 0267-257X 10.1080/0267257X.2023.2241468 161322243 Exploring_social_media_influencers__moral_dilemmas_through_role_theory.pdf Exploring_social_media_influencers__moral_dilemmas_through_role_theory.pdf 1 5CD196BA3E286EDC3C732967C8520225 253e3ac750ab9e4774842dda14e818c6d486c530b65af00a63422143eeca2ee5 51d7c8e0-b509-11ee-b3d9-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=180053 https://www.tandfonline.com/doi/full/10.1080/0267257X.2023.2241468 0 27549c96-b509-11ee-b3d9-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=180052 Ekonomska fakulteta 0 0 0