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Exploring social media influencers' moral dilemmas through role theory
Nina Grgurić Čop, Barbara Culiberg, Ivana First Komen
Izvirni znanstveni članek
Oznake: trženje;management;vedenje potrošnikov;družbeni mediji;vplivneži;marketing;consumer behaviour;social media;influencers;
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' e ...
Leto: 2024 Vir: Ekonomska fakulteta (UL EF)
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