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    Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal

    Access Status
    Fulltext not available
    Authors
    Abidin, Crystal
    Date
    2016
    Type
    Book Chapter
    
    Metadata
    Show full item record
    Citation
    Ots, M. and Abidin, C. 2016. Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal, in Edström, M. and Kenyon, A. and Svensson, E. (eds), Blurring the Lines: Market-driven and Democracy-driven Freedom of Expression, pp.153-161. Nordic Information Centre for Media and Communication Research: Göteborg.
    Source Title
    Blurring the Lines: Market-driven and Democracy-driven Freedom of Expression
    Faculty
    Faculty of Humanities
    School
    School of Media, Creative Arts and Social Inquiry
    URI
    http://hdl.handle.net/20.500.11937/79384
    Collection
    • Curtin Research Publications
    Abstract

    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.

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