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

Andrea L. Micheaux (), Dominique Crié, Annabel Salerno and Daphné Salerno ()
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Andrea L. Micheaux: RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille, IAE Lille - IAE Lille University School of Management - Lille - Université de Lille
Daphné Salerno: ILIS - Institut Lillois d'Ingénierie de la Santé - Université de Lille, Droit et Santé

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Abstract: 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.

Keywords: Disclosure; Self-Presentation; Social Media; Stealth Marketing; Lying and Deception (search for similar items in EconPapers)
Date: 2018-01
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01828584
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Published in Journal of Marketing Trends, 2018, 5 (1), pp.91-108

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01828584

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