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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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&apos;s first &quot;Fair Influencer&quot; 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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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&apos;s first &quot;Fair Influencer&quot; 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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Media Ethics: Exploring Questions of Media Morality

ISSN

2373-6992

e-ISSN

2373-700X

Svazek periodika

38

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

15

Strana od-do

65-79

Kód UT WoS článku

000957440600001

EID výsledku v databázi Scopus

2-s2.0-85151964625