Healthy Mind on Sale: Conflicts in the Legitimation Process of Social Media Influencers

This paper extends research on legitimacy in the marketing field by addressing the tensions involved in constructing legitimacy for social media influencers. We conducted an 18-month netnography of the profiles of social media influencer psychiatrists (SMIP) and propose a model to help understand the legitimation process of social media influencers.


Daniela Ferreira and Paula Chimenti (2020) ,"Healthy Mind on Sale: Conflicts in the Legitimation Process of Social Media Influencers", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 66-71.


Daniela Ferreira, Federal University of Rio de Janeiro, Brazil
Paula Chimenti, COPPEAD Institute of Administration - Federal University of Rio de Janeiro


NA - Advances in Consumer Research Volume 48 | 2020

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