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Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle.
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- Author(s): Leban, Marina; Thomsen, Thyra Uth; von Wallpach, Sylvia; Voyer, Benjamin G.
- Source:
Journal of Business Ethics; Apr2021, Vol. 169 Issue 2, p225-239, 15p, 5 Color Photographs, 1 Diagram, 2 Charts- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: Drawing from a multi-sourced data corpus (in-depth interviews and Instagram posts) gathered from high-net-worth (HNW) social media influencers, this article explores how these individuals reconcile ethicality and living a luxury lifestyle through the enactment of three types of personas on Instagram: (1) Ambassador of 'True' Luxury, (2) Altruist, and (3) 'Good' Role Model. By applying the concepts of taste regimes and social moral licensing, we find that HNW social media influencers conspicuously enact and display ethicality, thereby retaining legitimacy in the field of luxury consumption. As these individuals are highly influential, they could leave a potentially significant mark on public discourse and, consequently, on their audiences' construction of ethically responsible luxury consumption. In this vein, this article offers significant managerial insights into professional influencers and discusses ethical managerial practices to ensure ethical collaborations between influencers and managers. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Business Ethics is the property of Springer Nature and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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