Sponsored campaign ethicality: the role of brand transparency and influencer motivations
(A2023-114523)

AUTHORS

Gwarlann De Kerviler, IESEG SCHOOL OF MANAGEMENT LEM-CNRS (UMR 9221); Raphaelle BUTORI, ESSEC

ABSTRACT

Partnerships between recognized brands and popular influencers can be mutually beneficial but can raise ethical concerns. Researchers highlight tensions when influencers regularly promote a variety of products and services, leading consumers to question the motivations of the influencer and/or the sponsoring brands (Jimenez-Castillo & Sanchez Fernandez, 2019). Codes of ethics are still emerging and effects of new practices such as disclosure of sponsorship and compensation rules have been examined (Lou & Yuan, 2019). However, other areas can be investigated to contribute to ethical practices. In this research, we examine the overlooked impact of how the brand and the influencer enter their commercial relationship: are they intrinsically motivated and transparent in their interactions? We uncover that followers have different expectations regarding the brand and the influencer. Specifically, the perceived ethicality of a partnership depends on its authenticity, which is affected by the transparency of the brand (and not the influencer) and the motivations of the influencer (and not the brand) when he/she is collaborating with a few selected brands.