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Journal of Business Ethics
Erschienen in: Journal of Business Ethics 2/2021

25.03.2020 | Original Paper

Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle

verfasst von: Marina Leban, Thyra Uth Thomsen, Sylvia von Wallpach, Benjamin G. Voyer

Erschienen in: Journal of Business Ethics | Ausgabe 2/2021

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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.
Vorheriger Artikel Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands
Nächster Artikel CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter?

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Metadaten
Titel
Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle
verfasst von
Marina Leban
Thyra Uth Thomsen
Sylvia von Wallpach
Benjamin G. Voyer
Publikationsdatum
25.03.2020
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 2/2021
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-020-04485-6

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