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Influencers Tell All?: Unravelling Authenticity and Credibility in a Brand Scandal
University of Western Australia.
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre (MMTC). Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.ORCID iD: 0000-0002-0301-9765
2016 (English)In: Blurring the lines: Market-driven and democracy-driven freedom of expression / [ed] Maria Edström, Andrew T. Kenyon & Eva-Maria Svensson, Nordicom, 2016, 153-161 p.Chapter in book (Other academic)
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.

Place, publisher, year, edition, pages
Nordicom, 2016. 153-161 p.
Keyword [en]
Instagram, Bloggers, Social media practices, Influencer networks, Advertising ethics, Singapore, Influencers
National Category
Media Studies Business Administration
URN: urn:nbn:se:hj:diva-32006ISBN: 978-91-87957-36-9 (print)ISBN: 978-91-87957-37-6OAI: diva2:1037628
Available from: 2016-10-17 Created: 2016-10-17 Last updated: 2016-10-17Bibliographically approved

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