Title :

The importance of being Earnest in social media: juxtaposing Oscar Wilde’s script with an empirical case study to examine digital deceit from the blogger’s perspective

Author(s) :

Micheaux, Andrea L. [Auteur]
Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 [RIME-Lab]
IAE Lille University School of Management - Lille [IAE Lille]
Crié, Dominique [Auteur]
Lille économie management - UMR 9221 [LEM]
IAE Lille University School of Management - Lille [IAE Lille]
Martin-Salerno, Annabel [Auteur]
IAE Lille University School of Management - Lille [IAE Lille]
Lille économie management - UMR 9221 [LEM]
Salerno, Daphné [Auteur]
Institut Lillois d'Ingénierie de la Santé [ILIS]

Journal title :

Journal of Marketing Trends

Pages :

91-108

Publisher :

International Marketing Trends Conference

Publication date :

2018-01

ISSN :

1961-7798

English keyword(s) :

Disclosure
Self-Presentation
Social Media
Stealth Marketing
Lying and Deception

HAL domain(s) :

Sciences de l'Homme et Société/Gestion et management

English abstract : [en]

Deceit in social media by independent bloggers is a topic of concern for brand managers and for consumers. Empirical research has focussed on the consumer or the brand rather than on the perspective of the online source. ...
Show more >Deceit in social media by independent bloggers is a topic of concern for brand managers and for consumers. Empirical research has focussed on the consumer or the brand rather than on the perspective of the online source. This paper elucidates the blogger’s motivations for and the contexts in which she is most likely to publish deceitful content. The methodology is an analogical problem-solving process juxtaposing Oscar Wilde’s “The Importance of Being Earnest” with an empirical case study. We use the analogy to reverse the perspective of the revisited study from the consumer to the blogger. The results support direct, differentiated, brand management of bloggers according to their level of expertise and to the adopted social or trade norm. A model is proposed.Show less >

Language :

Anglais

Popular science :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL