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- Title
Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle.
- Authors
Leban, Marina; Thomsen, Thyra Uth; von Wallpach, Sylvia; Voyer, Benjamin G.
- 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.
- Subjects
HIGH net worth individuals; ECONOMIC consumption &; ethics; LUXURIES; TREND setters; SOCIAL media; ALTRUISM; ROLE models; INSTAGRAM (Web resource)
- Publication
Journal of Business Ethics, 2021, Vol 169, Issue 2, p225
- ISSN
0167-4544
- Publication type
Article
- DOI
10.1007/s10551-020-04485-6