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

Archive ouverte : Article de revue

Micheaux, Andrea L. | Crié, Dominique | Martin-Salerno, Annabel | Salerno, Daphné

Edité par HAL CCSD ; International Marketing Trends Conference

International audience. 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.

Consulter en ligne

Suggestions

Du même auteur

Knowledge sharing through enterprise social network : the key roles of serv...

Archive ouverte: Communication dans un congrès

Micheaux, Andrea L. | 2019-09-03

International audience. To elucidate the favorable conditions for knowledge sharing through Enterprise Social Network (ESN), a qualitative study was conducted to identify benefits of ESN converts. Results highlight ...

La relation client : fidélité, fidélisation, produits fidélisants / Dominiq...

Livre | Crié, Dominique (19..-....). Auteur | 2002

Helping consumers to change their financial behaviour: Contributions of a m...

Archive ouverte: Article de revue

Salerno, Francis | 2015-09

National audience. There is increasing interest in the problematic behaviour of consumers in budgetary and financial terms. Behavioural change models can help put in place social marketing initiatives in this respec...

Du même sujet

Enron : the smartest guys in the rooms / Alex Gibney, réal.

Vidéo | Gibney, Alex (1953-....). Metteur en scène ou réalisateur | 2006

Disaster nationalism : the downfall of liberal civilization / Richard Seymo...

Livre | Seymour, Richard (1977-)

Liberal civilisation is in crisis - now is a time of monsters.

Digital natives’ coping with loneliness : Facebook or face-to-face ?

Archive ouverte: Article de revue

Gentina, Elodie | 2018-12-13

International audience. This study compares online self-disclosure through Facebook with offline self-disclosure through face-to-face interactions to understand when and why digital natives may prefer to resolve per...

Marketing for social change : how to turn purpose into business and social ...

Livre | Bakhtiari, Kian

Create positive change for both society and your business by embedding purpose into the heart of your brand's strategy.

Social customer experience : engage and retain customers through social med...

Livre | Evans, Dave (1956-). Auteur | 2014

This text presents significant, contemporary examples, key concepts, and best practices associated with the adoption of social technology by global brands. This edition offers a blueprint for transforming your organization's dispa...

Le droit de la communication financière / Pierre Clermontel

Livre | Clermontel, Pierre. Auteur | 2009

Chargement des enrichissements...