Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal
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 ind...
| Main Author: | |
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| Format: | Book Chapter |
| Published: |
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/79384 |
| _version_ | 1848764044319653888 |
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| author | Abidin, Crystal |
| author_facet | Abidin, Crystal |
| author_sort | Abidin, Crystal |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T11:13:06Z |
| format | Book Chapter |
| id | curtin-20.500.11937-79384 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:13:06Z |
| publishDate | 2016 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-793842020-12-16T05:56:46Z Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal Abidin, Crystal 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. 2016 Book Chapter http://hdl.handle.net/20.500.11937/79384 restricted |
| spellingShingle | Abidin, Crystal Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal |
| title | Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal |
| title_full | Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal |
| title_fullStr | Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal |
| title_full_unstemmed | Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal |
| title_short | Influencers Tell All? Unravelling Authenticity and Credibility in a Brand Scandal |
| title_sort | influencers tell all? unravelling authenticity and credibility in a brand scandal |
| url | http://hdl.handle.net/20.500.11937/79384 |