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.

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

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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

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