When the Product Is You: The (Not So) Glamorous Life of an Influencer

Duffy Brooke Erin
Additional contact information
Duffy Brooke Erin: Associate Professor, Department of Communication, Cornell University

NIM Marketing Intelligence Review, 2025, vol. 17, issue 1, 42-47

Abstract: Despite the seductive promises of freedom, flexibility and creative autonomy, influencer careers are beset with challenges and risks. Influencers’ status as independent contractors means they lack many of the safeguards associated with formal employment, such as a stable income or paid leave. They are under pressure to present themselves as authentic and relatable, and the need to gain visibility causes vulnerability. Many influencers, especially women, people of color and LGBTQ+ individuals, face incivility, hate and harassment. To mitigate risks, creators rely upon proactive strategies that serve as a bulwark against future negativity as well as reactive strategies applied in response to past negative expressions. As platforms and brands depend on and monetize influencer relationships, they should assume more responsibility for protecting creators from their career-related risks and harms. Platforms play a crucial role in creating a safer environment, but also brands can help reduce the potential emotional and social toll of negative interactions.

Keywords: Creator Economy; Influencers; Visibility; Vulnerability; Gender; Harassment; Social Media (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/nimmir-2025-0007 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:17:y:2025:i:1:p:42-47:n:1007

DOI: 10.2478/nimmir-2025-0007

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().