Verkkoour research has a different perspective:

Verkkoan ethics of authenticity puts the influencers’ brand identity and relationship with their audience at the forefront while also allowing them to profit from content

Verkkoexpectations (commitment, authenticity, and responsibility) lead to various moral dilemmas:

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In this paper, the authors investigated the relationship between consumers' personality traits and their attitudes towards social.

It looks at smis’ dilemmas within each smi as a person who needs to balance being authentic, committed.

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