Tough Love: When Social Media Influencers’ Digital Detox Goes Wrong

Abstract

Chiara Ferragni, the number one global social media influencer in the fashion industry, posted a video of herself turning off her phone, and her followers soon started to worry about her absence. Chiara resurfaced 24 hours later, claiming to have undergone a social media detox that helped her rest while treating her skin with a product she was clearly paid to sponsor. The advertising strategy was successful in generating buzz, but also prompted followers to comment on and highlight the superficiality of Chiara’s statement. Digital addiction undermines consumers’ well-being on a global scale, and this case urges readers to reflect on the ethical implications of using social media to produce sponsored content capitalizing on the issue itself.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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