Investigating the Dark Side of Social Media Marketing: Case of Cyberbullying on Micro Celebrities
Leila Lefi,
Sarra Sghaier
Abstract:A substantial growth of using social media is the new marketing trend in last few years. Influencers are now recognized as new micro-celebrities. So that, marketing professionals are increasingly using them for a better placement of their products. This new trend is considered as the bright side of social media. But, little is known about the dark side. This research investigates the dark side of social media in the particular case of Instagram platform. We focused on cyberbullying as an abusive way usually us… Show more
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