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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

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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 - Institut d'Administration des Entreprises - Lille - Université de Lille, Sciences et Technologies)

  • Dominique Crié

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique, IAE Lille - Institut d'Administration des Entreprises - Lille - Université de Lille, Sciences et Technologies)

  • Annabel Martin-Salerno

    () (IAE Lille - Institut d'Administration des Entreprises - Lille - Université de Lille, Sciences et Technologies, LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Daphné Salerno

    () (ILIS - Faculté d'Ingénierie et Management de la Santé)

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.

Suggested Citation

  • Andrea L. Micheaux & Dominique Crié & Annabel Martin-Salerno & Daphné Salerno, 2018. "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," Post-Print hal-01828584, HAL.
  • Handle: RePEc:hal:journl:hal-01828584
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01828584
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    References listed on IDEAS

    as
    1. Shlomo Sher, 2011. "A Framework for Assessing Immorally Manipulative Marketing Tactics," Journal of Business Ethics, Springer, vol. 102(1), pages 97-118, August.
    2. Andreas Munzel, 2015. "Malicious practice of fake reviews: Experimental insight into the potential of contextual indicators in assisting consumers to detect deceptive opinion spam," Post-Print hal-02423578, HAL.
    3. Brunk, Katja H., 2010. "Exploring origins of ethical company/brand perceptions -- A consumer perspective of corporate ethics," Journal of Business Research, Elsevier, vol. 63(3), pages 255-262, March.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Stealth Marketing; Lying and Deception; Disclosure; Self-Presentation; Social Media;

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