Creation of a Code of Ethics for Influencer Marketing: The Case of the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F23%3A10458936" target="_blank" >RIV/00216208:11230/23:10458936 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=9.FIae-Q1R" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=9.FIae-Q1R</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/23736992.2023.2193958" target="_blank" >10.1080/23736992.2023.2193958</a>

Result language
angličtina
Original language name
Creation of a Code of Ethics for Influencer Marketing: The Case of the Czech Republic
Original language description
Influencer marketing is an increasingly important and ubiquitous component of strategic communication campaigns, yet one that remains ethically fraught, due largely to the nonexistence of, and objections to, ethics codes and/or regulation guiding its use or disclosure. This article describes a unique academic/industry hybrid study conducted in the Czech Republic combining (a) mixed-methods research in which marketing professionals, industry associations, influencers, and consumers served as participants and (b) a case study of the subsequent development and implementation of - and positive responses to - that nation's first "Fair Influencer" Code of Ethics, whose content was based directly on the research findings. To date, the Code has 150 signatories, representing all constituencies of the influencer-marketing sphere, and has been lauded by Czech and Slovak consumer and media outlets as well as influencers themselves, suggesting the applicability of similar efforts in other nations where influencer marketing thrives but still lacks - and encounters resistance to - ethical or regulatory oversight.
Czech name
—
Czech description
—

Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
—
OECD FORD branch
50802 - Media and socio-cultural communication

Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical
Journal of Media Ethics: Exploring Questions of Media Morality
ISSN
2373-6992
e-ISSN
2373-700X
Volume of the periodical
38
Issue of the periodical within the volume
2
Country of publishing house
GB - UNITED KINGDOM
Number of pages
15
Pages from-to
65-79
UT code for WoS article
000957440600001
EID of the result in the Scopus database
2-s2.0-85151964625

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