Influencers in social media and the problem of authenticity: a theoretical essay
Technological changes have, especially in the last few years, triggered changes in social, economic and cultural levels, including consumption based on digital platforms; this shift have contributed to the unveiling of new forms of consumption, production and digital advertising. Using a theoretical...
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| Format: | Article |
| Language: | English |
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Instituto Brasileiro de Estudos e Pesquisas Sociais
2023-06-01
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| Series: | Revista Eletrônica de Ciência Administrativa |
| Subjects: | |
| Online Access: | https://www.periodicosibepes.org.br/index.php/recadm/article/view/3715 |
| _version_ | 1797804646091194368 |
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| author | João Paulo Moreira Silva Paulo Vitor Siffert Marcelo de Rezende Pinto |
| author_facet | João Paulo Moreira Silva Paulo Vitor Siffert Marcelo de Rezende Pinto |
| author_sort | João Paulo Moreira Silva |
| collection | DOAJ |
| description | Technological changes have, especially in the last few years, triggered changes in social, economic and cultural levels, including consumption based on digital platforms; this shift have contributed to the unveiling of new forms of consumption, production and digital advertising. Using a theoretical framework that relies on philosophy and cultural studies, this essay aims to discuss the role of an important actor in the current consumption dynamics: the influencers in social media. It is argued that such actors act as disseminators of inauthenticity - in general, lifestyles that are not sustained by individual experience. The essay also proposes a way to understand how the dynamics of marketing strategies that use influencers in social media to promote or endorse products or services occur. As contributions, we highlight the innovative approach to discuss an important contemporary social actor, as well as bring light to a diffuse and polysemic concept - authenticity - for the marketing literature. Finally, we sought to problematize the performance of a specific type of influencer, the micro-influencer, as a possible disseminator of inauthenticities in a more complex character and of relative current concern. |
| first_indexed | 2024-03-13T05:40:16Z |
| format | Article |
| id | doaj.art-1a8fb3b9f99b402faf61877438ca9c6f |
| institution | Directory Open Access Journal |
| issn | 1677-7387 |
| language | English |
| last_indexed | 2024-03-13T05:40:16Z |
| publishDate | 2023-06-01 |
| publisher | Instituto Brasileiro de Estudos e Pesquisas Sociais |
| record_format | Article |
| series | Revista Eletrônica de Ciência Administrativa |
| spelling | doaj.art-1a8fb3b9f99b402faf61877438ca9c6f2023-06-14T01:52:22ZengInstituto Brasileiro de Estudos e Pesquisas SociaisRevista Eletrônica de Ciência Administrativa1677-73872023-06-0122229331510.21529/RECADM.20230121071Influencers in social media and the problem of authenticity: a theoretical essayJoão Paulo Moreira Silva0Paulo Vitor Siffert1Marcelo de Rezende Pinto2Doutorando em Administração pela Pontifícia Universidade Católica de Minas Gerais (PUC Minas), Brasil.Professor do Instituto de Educação Continuada da Pontifícia Universidade Católica de Minas Gerais (IEC-PUC Minas), BrasilProfessor do Programa de Pós-Graduação em Administração – Pontifícia Universidade Católica de Minas Gerais (PPGA/PUC Minas), BrasilTechnological changes have, especially in the last few years, triggered changes in social, economic and cultural levels, including consumption based on digital platforms; this shift have contributed to the unveiling of new forms of consumption, production and digital advertising. Using a theoretical framework that relies on philosophy and cultural studies, this essay aims to discuss the role of an important actor in the current consumption dynamics: the influencers in social media. It is argued that such actors act as disseminators of inauthenticity - in general, lifestyles that are not sustained by individual experience. The essay also proposes a way to understand how the dynamics of marketing strategies that use influencers in social media to promote or endorse products or services occur. As contributions, we highlight the innovative approach to discuss an important contemporary social actor, as well as bring light to a diffuse and polysemic concept - authenticity - for the marketing literature. Finally, we sought to problematize the performance of a specific type of influencer, the micro-influencer, as a possible disseminator of inauthenticities in a more complex character and of relative current concern.https://www.periodicosibepes.org.br/index.php/recadm/article/view/3715autenticidadeinautenticidadeconsumoinfluenciadormídias sociais |
| spellingShingle | João Paulo Moreira Silva Paulo Vitor Siffert Marcelo de Rezende Pinto Influencers in social media and the problem of authenticity: a theoretical essay Revista Eletrônica de Ciência Administrativa autenticidade inautenticidade consumo influenciador mídias sociais |
| title | Influencers in social media and the problem of authenticity: a theoretical essay |
| title_full | Influencers in social media and the problem of authenticity: a theoretical essay |
| title_fullStr | Influencers in social media and the problem of authenticity: a theoretical essay |
| title_full_unstemmed | Influencers in social media and the problem of authenticity: a theoretical essay |
| title_short | Influencers in social media and the problem of authenticity: a theoretical essay |
| title_sort | influencers in social media and the problem of authenticity a theoretical essay |
| topic | autenticidade inautenticidade consumo influenciador mídias sociais |
| url | https://www.periodicosibepes.org.br/index.php/recadm/article/view/3715 |
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