Social Media Influencers

Paper requirements will be attached, please use journal articles

Social Media
Influencers

INTRODUCTION...........................................................................................................................1
QUESTIONS...................................................................................................................................1
1..............................................................................................................................................1
2..............................................................................................................................................4
3..............................................................................................................................................6
4..............................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Social media is a platform of communication through which millions of people come
closer to share their information with their friends, businessmen’s or overall public. It’s a
network of where exchange of thoughts incurred in virtual communities to inform others about
own personal or professional changes. Some of the major platforms of social media that are used
by corporate world and common people are; Facebook, Twitter, Instagram, Snapchat, Youtube
etc. As a result, social media influences also emerges due to the presence of social site for
promoting the corporate brands over internet platform to grab the mind of modern public (Abidin
and Ots, 2016). Therefore, this assignment is going to highlight the role which is played by
social media influencers in advertisement of goods and how they choose certain goods.
Although, project will fully have surrounded about influences but the main objective of this
assignment is to outline the significance of ethical theories, convention morality and universe
morality in social media promotion. Along with this, project will throw some lights on the
stakeholder whose are getting influenced by influencers with the help of stakeholder map and
theory. Lastly, report will discuss the triple bottom line by considering the distinct relevant
factors like; social, financial and environmental.
QUESTIONS
1.
According to the given case study, there is a maximization in social media influencers
because access of media platform has already increased in public to create a social relationship,
friendship with long distance people, for acquiring news about the current situation of nation,
awareness and many more. Social media is used by almost 95% of the individual across the
globe for different purposes such as; analysis of distinct alternatives, knowing about the current
trend, news feeding and most importantly for stress releasing. As a result, corporate firms is
considering this platform as a most influential tool for enhancing their business sales by
understanding the needs of desired consumers with their posts, choices and preferences. For
example; every firm can design their page and encourage other users to follow their page to get
regular updates about new arrivals, changes or anything (Audrezet and et. Al., 2017). This
process provides convenient facility to the customers because human beings are becoming too
much lazy and inactive in this modern world with full of technologies. Mainly, advanced
technologies played a significant role in changing the life of common people as somewhere it too
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much beneficial but at the same time excessive use of modern tools influence every individual in
negative manner too. For example; online shopping, transactions or e-commerce activities has
minimized the bodily movement of human beings due to which individuals are getting too lazy
which automatically influence their health. Therefore, conversion of life from traditional to
modern enforce corporate world to use social media influencers to promote their newly launched
products with the use of recognizable face. For instance; celebrities, politicians, actors, expertise,
leading scientist, businessmen’s, owner of successful business and many other famous faces are
used by corporate world to increase their product sales. On the other hand, influencers also
consider necessary factors before selecting the goods for promotion such as; ethical principles,
morality, difference between right or wrong, dignity or respect towards society henceforth
(Audrezet, De Kerviler and Moulard, 2018).
Ethics is also known as moral philosophy which cover the systematizing, defending and
suggesting the difference between right or wrong conducts. Mainly, this element is acquired by
influencers for resolving the questions related with human morality by explaining the concept in
several terms such as; good or evil, right or wrong, virtue or vice, justice and crime. Therefore,
every media influencer also having some ethical principles and follow some ethical philosophy
or approaches in their life to get committed towards their own beliefs. For example; few
celebrities are having a principle of donating 15% of their earnings from every movie to poor
people or to those whose are not having homes. This shows that, this belief is set by his/her
personal soul instead of getting enforced by any other individual. Basically, ethical theories play
a very significant role in providing the part of judgment making foundation for decision making
as when ethics requisite to use because these approaches highlight the opinions from which a
person obtain assistance while making any life decision. Therefore, as per the given scenario,
social media influencer is also need to follow some essential norms, rules and regulations in their
life while selecting the product for promotion. Although, every influencer is performing same
job that is promoting the company’s product by sharing organizational ideas or plans with whole
society but before selecting it they consider all the necessary elements to satisfy their ethical
theory. According to the ethics, there are distinct kind of theories are present which shows the
foundation of decision such as; deontology, utilitarianism, rights and virtue (Booth and Matic,
2011).
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Deontology- As per this approach, people abide by their duties and responsibilities while
involved in decisional process when ethics are in play. It means that, individual only belive that
he/she are having a responsibility towards another person or community because fulfilling the
duty is the only thing which is considered as ethically right. For instance; deontologist always
maintain or complete the promises to a friend and surely follow the legal provisions.
Utilitarianism- As per this theory, an individual is having a potentiality to predict the
outcome of an action and consider that thing as an ethically right. Thus, person who is following
this approach is having a choice to select the option by analysing the highest profit is ethical
correct. There are mainly two distinct kinds of utilitarianism; one is act and another is rule. Act
utilitarianism is an approach under which a person believes that by performing specific act is
going to advantageous for maximum people without considering own personal feelings or any
societal constrains like; imposed laws of legal bodies. Whereas, rule utilitarianism considers the
law and always worried about fairness while making the decision which means that the person is
perform those actions which is beneficial for people but via full fairness and follow the available
law (Brown and Fiorella, 2013).
Rights- In this theory, rights are designed by society must be prevented and considered at
utmost priority. Simply, rights are seen as ethical correct and valid till community is approving
it. For instance; A has given the right to B to borrow A’s laptop till night that means, B is having
a right to use the laptop till night.
Virtue- This theory of ethical consider make the decision on the basis of individual’s
character instead of action accomplished by a person from his/her regular behaviour. Mainly, this
approach follows the morals, image and motivational account of that person while rating an
unusual nature or irregular action is considered as ethical in nature (Burke, 2017).
Consequently, this shows that ethical theory shows that there are various types of social
media influencers are present whose ethical philosophy is different from each other in various
terms. Thus, as per given example, if an influencer following the deontologist approach then
he/she is going to acquire the mission of promoting clothing product whether it is offered by the
worker of sweatshop because this philosophy enforces individual towards their duty and
responsibilities to being ethically correct. On contrary to this, if a person is having a right ethical
in their life then social media influencer is not going to promote the cloth which is offered by the
person who is just working in a sweatshop because this is ethical wrong to misuse the property of
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others. It is indispensable for social media influencer to set some life rules, regulations, beliefs
and moral principles in their working which will protect the rights of others (Chae, 2018).
2.
Social media influencers are those individuals who use social media platforms to express
their opinions, views on a particular product to influence their followers. The influencers are not
an extraordinary person they are just a normal human being who acts as a representative of the
general public by giving an honest review of products and build a strong relationship of trust
among their followers. The influencer can change the mind or decision of the general public by
giving reviews of specific products on various social media channels like YouTube, Twitter,
Facebook, Snapchat and Instagram with their affective qualities (Xu and Pratt, 2018). Social
media influencers play a vital role in the marketing of different types of brands whether they are
promoting any beauty products, electronic products, automobile products, etc. It is a kind of
marketing strategy which every company uses by hiring social media influencers. The major
benefit the company can create through media influencers is that they have a solid knowledge of
this platform by using which they create impactful and attractive content to build more
awareness for their brand or products. Their major task is to promote the products in such a
manner so that people can attract with their reviews and change the decision of their purchase
(Chandawarkar, Gould and Grant Stevens, 2018).
Today social media influencer is very important for any company to increase their
business. In the 21st century every person attracted by social media so the influencer has a very
big advantage to promote any product on this channel. Influencers have very large followers who
follow them, check every post, every review which they post on their social medial pages. Today
every person checks reviews of any products before purchase and if any product has any
negative review people change their mind against that particular products and if any products
have positive review people gets attracted by that and purchase those products which in result
increase profitability of that product or company. Therefore, every company using these
marketing strategies to increase their business. Social media influencer uses different media
channel to share their knowledge and views on particular products which impact the thinking of
the public against those products. Influencer is of different types such as some of them are
celebrities, some of which are industry experts, some of which are the bloggers and content
creators and some are micro-influencers (Chatzigeorgiou, 2017). These social media influencers
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would influence a specific group of peoples with different interests and preferences. Influencers
are more trustworthy for their followers and their recommendation for any specific product is
more likely to be followed by their followers whether it is positive views and negative views.
Social media influencers do not just post an ad on their pages however they talk everything about
the product in detail like how the products are useful for them either if it is value for money or
not and what customers or consumers expect etc. Therefore, the influencers cover the most
commonly asked question which generally customers have regarding any specific products. As a
social media influencer whether it is a blogger, you tuber, video blogger or general social media
participant they are an important wider public knowledge provider and decisions. It is very
important for an influencer that whenever he or she post or review any product it is their
responsibility to provide fair, honest and respectful towards his fellow member of society and
also the fact which the influencer give about the products (De Veirman, Cauberghe and Hudders,
2017). The content which the influencer create today is more likely to be followed by their
followers so it is very important for the influencer that they represent the truth of the products or
content which is beneficial for those who access those reviews not only today but also for those
who access it in the future (Smith and et. Al., 2018).
The influencers need to adhere to the code of ethics which is set by the government
whenever they are giving any review or promoting any products. They always need to follow
ethical guidelines while promoting any brands. The influencer needs to give fair and right
reviews against the endorsed products. The social media influencers have the power to change
the buying decision of the consumer therefore; every power comes with great responsibility so he
or she always needs to tell the truth all times about the specific products. Opinions, views, words,
and images are the weapons for the social media influencers so it should be used with the utmost
care while promoting any products (Freberg and et. Al., 2011). According to the code of ethics, it
is necessary for an influencer that they always present the facts as it is, even if they disagree with
them. Whenever the social media influencers promote any products or provide any opinion
against any specific product there should be transparency in their promotion or views so that
equality can be maintained in the society. If they are ensuring the transparency of views which
create the credibility of their content as well as provide others to believes the facts in the future.
They also need to keep in mind while publishing any views that there should be not any
discrimination among various caste, colour, religions, etc. One of the main reason why the
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consumer trusts their influencers because they are attached to them on the personal base, they
know them, they like them as a role model, etc. Therefore, it is very important for every social
media influencer that whenever they are promoting any brands or products or providing any
reviews, opinions they also check their source credibility several times. As being a social
influencer whenever an inaccuracy or mistake discovered in their content or opinion they need to
correct it immediately and always ready to accept their mistake so that they do not lose their
respect, credibility in front of their followers or consumers. According to the case study hence it
has been proved that social medial influencers can impact the likes and dislikes of the general
public against any specific products and even they have the power to change the buying decision
of their followers (Glucksman, 2017).
3.
Social media is a platform which is accessed by whole world whether it is any celebrity,
politicians, businessmen, common people, scientist, supplier, charitable association,
governmental servant and many more. It’s a very common platform and somehow necessary too
in this modern society for acquiring necessary information or data about the world. Social media
is a digital platform which is access via big data system such as; either applications of mobile
phones, computer system, laptop henceforth. It means that, human being can use this media by
the support of various stakeholders such as; government, IT specialist or IT industry, innovator
of technology, investors, legal bodies and societal conventions. On the other hand, there are
some other stakeholders whose are influenced by social media influencers such as; customers,
suppliers, education sector and various societal members whose are preferring social media for
accomplishing their personal as well as professional activities (Gräve, 2017).
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According to the above graphical representation, it has been analysed that various
stakeholder is involved in managing the social media platform for smooth functioning of it.
Initial factor which is essential for any business activities is need of capital to acquire several
materials that are significant in creation of social media. For example; various collaborators
requisite to come closer for inventing one single creativity over the world. At the same time, IT
department is responsible for all the technology which are emerging in marketplace such as;
computer system is designed by IT specialist, telecommunication industry is responsible for
producing high speed internet services so that users can access the social media platform in
efficient way and many more (Kapitan and Silvera, 2016). Additionally, production of mobile
phones is designing the applications and various software for using the media in their phones
through a single application. This means that, numbers of stakeholders are interlinked with each
other for supporting several social media sites such as; inventor of Instagram, creator of
Facebook, Snapchat is designed by other stakeholders or many more. Hence, cluster of all these
applications or websites through which people can communicate with each other for sharing their
views, images, facts about life, business data henceforth (Khamis, Ang and Welling, 2017).
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On the other hand, customers are major stakeholders which directly influenced by social
media influencers because common people are those members whose are regularly accessing the
platforms once in a day or it might increase due to the addiction. Somehow accessing social
media sites is not negative all the time if a person is using for enhancing knowledge, updating
their talent and gaining relevant information about micro or macro environment. But, youngsters
of modern society are misusing the sites and sometime move towards wrong path by following
their role model. For example; advertisement of cigarette on social media by any successful
celebrity encourage the youngsters towards smoking just for showing others about the
personality and following that their role model is doing that. Mainly, it’s just an excuse which is
mention by current generation for fulfilling their incurred desired. This shows that social media
is having a plenty of stakeholders or shareholders too whose are giving their contribution in the
growth of media sites whether in positive way or negative (Larry Chonko, 2020).
According to the given scenario, cosmetic social media influencers is involved in sending
a large quantities of cosmetic samples but amongst them, many items are of no use and need to
throw away instead of using it. This sample has gone through suitable process and must tested by
company before sending it for use or promotion but still move ahead so that entire stakeholder
can acquire their part of profits. In fact, few stakeholders even might not aware about this
blunder but still they are involved in a process of promotion which is fully wrong ethically,
socially and legally. Thus, three main stakeholders which are linked to the cosmetic industry are-
Although, stakeholder process involves number of members but these three are playing
major role in the supply of cosmetic product which are of no use and need to throw away.
Initially, production team is responsible to manufacture the goods or item by considering
necessary steps or phase such as; TQM is used by the team to maintain the quality of an
enterprise. Secondly, suppliers of cosmetic product are now liable to transfer the final product to
the final users by conducting several publicities, advertisement and promotion of desired goods.
At last, social media influencer played a major role in affecting the mind of consumers with their
words and actions. For example; users are having a full faith on their favourite celebrities or any
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Production team of
cosmetic company
Suppliers of
cosmetic product
Social media
influencer

actor to whom they like. Therefore, whatever product is offered by social media is going to use
by their followers whether it is correct or incurred. Hence, it is essential for influencer to not to
promote these kind of products across the marketplace by misusing their image (Lim and et. al.,
2017).
4.
Social media influencer and organization are also enjoying a very close relationship with
each other because both the members are depending upon each other to achieve a set targets in a
defined time. Basically, firm always tries to build a positive connectivity with influencer because
they are the representative of business product. Hence, it is essential for company to assist social
media member in a corrective way without enforcing them towards negative actions. At the same
time, influencer and company can together achieve the triple bottom line by performing their job
roles in appropriate manner. For example; company is responsible to produce environmental
friendly products which can fulfil the desired of users by satisfying the need of planet too
because eco-friendly items aid an enterprise to protect surrounding from getting destroyed.
Furthermore, social media influencer promotes those products across the social media platform
by showing its benefits to the public with the help of examples (Magno and Cassia, 2018).
Triple bottom line is a theory to consider social, environmental and financial factors for
an organization while doing business. It is explained by John Elkington in his book in 1999 and
it has three elements to which any organization needs to keep in mind while working. The three
elements are people, planet and profit. According to this theory, it is very important for the
companies that they not only measure the profit but they also need to measure the organization ‘s
impact on the people and the planet. The main concept behind the triple bottom line is that the
organizations are more responsible towards their all stakeholders which include everyone those
are involved with the organization whether directly and indirectly as well as the planet. An
organization that follows the triple bottom line in the way of doing their business keep in mind
the impact of their action on every people those are attached with them. The company makes that
kind of product that does not affect the society so that they cannot breach the triple bottom line.
The company hires social media influencers to promote their business on the social platform.
They must build a fair and honest relationship between each other so that they can achieve the
triple bottom line first element which is people-centric (Morone and et. Al., 2016). By making
good quality product companies ensure their people-centric elements whereas social medial
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influencer has their responsibility that whenever they given any review or promote any brands or
products they always need to tell the truth behind that products and also they keep in mind that
their action does not impact any particular religion, caste or colour, etc. Social media influencers
and organizations have mutual respect and transparency between each other. The company needs
to ensure the second element of the triple bottom line which is generating maximum profit with
their products which impact on the local, nation and international economy however social
medial influencer always need to promote the business among their followers in this manner so
that they would not only measure profit from their reviews, opinions, and views (Pang and et.
Al., 2016). By ensuring the second element of the triple bottom line they create employment,
generate innovation, paying taxes, creation of wealth and other aspects, etc. The last element of
the triple bottom line is the impact of the organization and social media influencer over the
environment or planet. It is important for both them to take care of the natural environment by
reducing carbon footprints, they do not use any toxic material to make any products and safely
dispose of their waste and so on. They always need to use renewable energy and they do not
create or produce that type of product which is unsafe and unhealthy for the people and planet.
According to the case study, it has been proved that the company and social influencers both of
them need to adhere to all the three elements of the triple bottom line while doing business so
that equality can be maintained in the society (Shen and et. Al., 2017).
CONCLUSION
From the above report, it has been summarized that social media is most influential
platform which is used by commercial corporations to promote their desired products or services
in order to maximize its demand over domestic as well as foreign marketplace. Therefore, project
has shown the role which is played by various social media influencers in several ways to attain
the set targets of an enterprise. Along with this, states that influencer is responsible to perform
their activities in an ethical manner by considering necessary ethical principles, rules and
regulations. Hence, it is understood that every individual whose are connected via social media is
liable to follow the necessary provisions which is set by various stakeholders for smooth
functioning of overall platform. Additionally, also shows that there are numerous stakeholders
are present which are essential for the growth of social media platform such as; investors,
government, customers, employees, IT specialist, innovators of social sites and so on. Thus, it is
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proven that social media influencers are surrounded with numerous of liabilities while
performing their job role in order to minimize the possibilities of major errors.
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REFERENCES
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 Abidin, C. and Ots, M., 2016. Influencers tell all. blurring the lines, p.153.
 Audrezet, A and et. Al., 2017. Authenticity under threat: When social media influencers
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 Audrezet, A., De Kerviler, G. and Moulard, J.G., 2018. Authenticity under threat: When
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 Booth, N. and Matic, J.A., 2011. Mapping and leveraging influencers in social media to
shape corporate brand perceptions. Corporate Communications: An International
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 Brown, D. and Fiorella, S., 2013. Influence marketing: How to create, manage, and
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 Gräve, J.F., 2017, July. Exploring the Perception of Influencers vs. Traditional
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