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Fighting for social change while doing marketing : hybrid influencers under the institutional logics perspective

Alimonti, M. (2021) Fighting for social change while doing marketing : hybrid influencers under the institutional logics perspective.

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Abstract:Hybrid influencers are social media influencers that carry on both marketing and activism activities, such as spreading awareness to prevent racism or spreading awareness about coronavirus. The goal of the research is to increase the understanding of how influencers balance their involvement in both activities to see if they experience any clash between them or now, studying them under the institutional theory lens.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/88162
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