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

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

  • Case
  • Teaching Notes
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.

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