From dazzling to dimming： How Chinese university students perceive criminal activities among Internet Influencers affects
University of Liverpool
Abstract
This study examines the changes in how university students in China perceive internet influencers that are found to have broken the law. The rationale for conducting this study is that despite the growth in the growing popularity of internet influencer marketing, there is no literature on how internet influencers breaking the law impacts how they are perceived by their followers. To fill this research gap, this paper conducts a comprehensive literature review of the topic as well as uses the qualitative research methodology to collect data from a sample size of 16 individuals. The theoretical frameworks that are used to guide this study are the AISAS theoretical framework and the Cognitive Appraisal Theory. The findings of this study show that the perception of Chinese university students of two internet influencers who break the law is largely negative. The study also shows that these students develop a negative attitude towards brands whose services and products are marketed by internet influencers who are found to have broken the law. The study findings also establish that there is no change in how law-abiding internet influencers are perceived if some of their colleagues break the law.
Keywords:
crime; marketing; internet influencer; consumerCopyright Notice & License:
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