Virtual space and social media studies

Virtual space and social media studies

Professional ethics of social media influencers and their responsibility in relation to vulnerable groups

Document Type : Original Article

Authors
1 Graduated from the Ph.D. of Business Administration - Mazandaran University - Babolsar
2 Department of Business Management - Faculty of Economic and Administrative Sciences - Mazandaran University - Babolsar -
3 Department of Business Management - Faculty of Economic and Administrative Sciences - Mazandaran University - Babolsar
Abstract
Purpose: . This research focuses on one of the pillars of an ideal society, namely the institution of media or, more specifically, social networks. The responsibility of influencers, who are the societal models and thought leaders, is examined from the perspective of professional ethics towards vulnerable groups within society, such as children, women, and minorities. The study aims to analyze and discuss the role of influencers in relation to these vulnerable groups and their ethical obligations towards them.



Method: The research was conducted using a qualitative approach in terms of methodology, with an applied objective. The research utilized a thematic analysis method and, after conducting semi-structured interviews with 14 experts who were purposefully selected based on their knowledge and expertise in the discussed topic, MAXQDA2020 software was used for the final analysis.



Findings: The conducted research indicates that the ethical responsibility of social media influencers towards vulnerable groups is associated with 27 sub-themes and 3 main themes.



Conclusion: Every human being, regardless of age, gender, race, skin color, physical or mental ability, language, religion, political ideology, or national and social origin, possesses an inherent and inviolable dignity. Each individual, as well as governments, must respect and safeguard this dignity. Humans should always be the subjects and recipients of rights and should never be reduced to mere means. They should never be instrumentalized for the purposes of commercial or industrial activities in the realms of economy, politics, media, research institutions, or industrial establishments. Therefore, social media influencers, in order to maintain their credibility, must consider the rights of their stakeholders, with children, women, and minorities being among the most important, in their activities.
Keywords

 
 
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Volume 1, Issue 4 - Serial Number 4
Winter 2025
Pages 109-137

  • Receive Date 11 January 2025
  • Revise Date 18 February 2025
  • Accept Date 24 February 2025
  • First Publish Date 24 February 2025
  • Publish Date 19 February 2025