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The importance of being Earnest in social ...
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Document type :
Article dans une revue scientifique
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]
Institut d'Administration des Entreprises - Lille [IAE Lille]
Crié, Dominique [Auteur]
Lille économie management - UMR 9221 [LEM]
Institut d'Administration des Entreprises - Lille [IAE Lille]
Martin Salerno, Annabel [Auteur] refId
Institut d'Administration des Entreprises - Lille [IAE Lille]
Lille économie management - UMR 9221 [LEM]
Salerno, Daphné [Auteur]
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. ...
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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
Peer reviewed article :
Oui
Audience :
Internationale
Popular science :
Non
Collections :
  • Lille Économie Management (LEM) - UMR 9221
Source :
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  • Micheaux_Cri%C3%A9_Martin_Salerno_JMT%202018_Vol5_No1%20%281%29.pdf
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