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An Ethical Dilemma in Influencer Marketing: Discovering Social Media Influencers' Justifications for Promoting Aesthetic Surgery

Kauffmann, Pia LU and Vaiciunaite, Selestina LU (2024) BUSN39 20241
Department of Business Administration
Abstract
Background: The rise of influencer marketing, fuelled by globalisation and social media popularity, has led to an increased ethically contested promotion of aesthetic surgery by influencers. Existing research has primarily focused on consumers, leaving the influencer perspective and their ethical justifications largely unexplored.
Purpose: To explore the ethical justifications of social media influencers in promoting aesthetic surgery, advancing understanding of influencer marketing ethics.
Methodology: Netnography, followed by a qualitative content analysis of 25 social media influencers on TikTok, Instagram, and YouTube.
Theoretical perspective: Ethics, Boltanski and Thévenot’s Theory of Justification (2006), Mills’ Vocabularies of... (More)
Background: The rise of influencer marketing, fuelled by globalisation and social media popularity, has led to an increased ethically contested promotion of aesthetic surgery by influencers. Existing research has primarily focused on consumers, leaving the influencer perspective and their ethical justifications largely unexplored.
Purpose: To explore the ethical justifications of social media influencers in promoting aesthetic surgery, advancing understanding of influencer marketing ethics.
Methodology: Netnography, followed by a qualitative content analysis of 25 social media influencers on TikTok, Instagram, and YouTube.
Theoretical perspective: Ethics, Boltanski and Thévenot’s Theory of Justification (2006), Mills’ Vocabularies of Motive (1940), and Schwartz's Theory of Basic Human Values (2012). Findings: Two main themes in influencers' ethical justifications were identified: authenticity, and empowerment and self-actualisation. Authenticity prioritises openness and sincerity, building trust with audiences. Empowerment and self-actualisation reveal influencers' justification for personal growth, focusing on improvement and fulfilment. Improvement reflects efforts to enhance self-esteem, while fulfilment portrays surgery promotion as a route to satisfaction and validation.
Practical Implications: Based on the findings of this thesis, influencers can make more informed content decisions, agencies can provide better guidance, clinics can align collaborations with ethical principles in mind, policymakers can shape regulations, and the public can engage more critically with influencer content for a more responsible digital media landscape.
Keywords: Influencer marketing; Influencers; Aesthetic surgery; Ethics; Justification (Less)
Please use this url to cite or link to this publication:
author
Kauffmann, Pia LU and Vaiciunaite, Selestina LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Influencer marketing, influencers, aesthetic surgery, ethics, justification
language
English
id
9162525
date added to LUP
2024-06-25 13:14:04
date last changed
2024-06-25 13:14:04
@misc{9162525,
  abstract     = {{Background: The rise of influencer marketing, fuelled by globalisation and social media popularity, has led to an increased ethically contested promotion of aesthetic surgery by influencers. Existing research has primarily focused on consumers, leaving the influencer perspective and their ethical justifications largely unexplored.
Purpose: To explore the ethical justifications of social media influencers in promoting aesthetic surgery, advancing understanding of influencer marketing ethics.
Methodology: Netnography, followed by a qualitative content analysis of 25 social media influencers on TikTok, Instagram, and YouTube.
Theoretical perspective: Ethics, Boltanski and Thévenot’s Theory of Justification (2006), Mills’ Vocabularies of Motive (1940), and Schwartz's Theory of Basic Human Values (2012). Findings: Two main themes in influencers' ethical justifications were identified: authenticity, and empowerment and self-actualisation. Authenticity prioritises openness and sincerity, building trust with audiences. Empowerment and self-actualisation reveal influencers' justification for personal growth, focusing on improvement and fulfilment. Improvement reflects efforts to enhance self-esteem, while fulfilment portrays surgery promotion as a route to satisfaction and validation.
Practical Implications: Based on the findings of this thesis, influencers can make more informed content decisions, agencies can provide better guidance, clinics can align collaborations with ethical principles in mind, policymakers can shape regulations, and the public can engage more critically with influencer content for a more responsible digital media landscape.
Keywords: Influencer marketing; Influencers; Aesthetic surgery; Ethics; Justification}},
  author       = {{Kauffmann, Pia and Vaiciunaite, Selestina}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{An Ethical Dilemma in Influencer Marketing: Discovering Social Media Influencers' Justifications for Promoting Aesthetic Surgery}},
  year         = {{2024}},
}