Business Is Business: The Difference in Perception of Influencer’s Morality Between Generation Y and Z

Nina Grgurić Čop () and Barbara Culiberg ()
Additional contact information
Nina Grgurić Čop: University of Ljubljana
Barbara Culiberg: University of Ljubljana

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 56-61 from Springer

Abstract: Abstract Parallel to increased usage of influencer marketing among practitioners this type of advertising gained increased attention of the scientific community. Existing literature on the topic provides various findings on consumer responses to influencer marketing and this research adds to it by examining the potential moral issues from the followers’ perspective. The results of four focus groups among members of Generations Y and Z showed there are four types of unethical conduct noticed, and they vary depending on the respondent’s age. This research provides a starting point for examining potential consequences of different immoral actions that can be found in influencer marketing and gives practitioners more insight on the follower’s responses toward influencer’s online behavior, depending on their age.

Keywords: Influencer marketing; Native advertising; Deceptive behavior; Disclosure (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-3-030-47595-6_8

Ordering information: This item can be ordered from
http://www.springer.com/9783030475956

DOI: 10.1007/978-3-030-47595-6_8

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().