Influencers, ESG, and social media backlash : what SHEIN's public relations strategy teaches about business ethics and accountability / Stephanie Thum.

Format:

Book

Author/Creator:

Thum, Stephanie, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Internet in public relations--Case studies.

Internet in public relations.

Business ethics--Case studies.

Business ethics.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

This case explores the intersection of public relations, influencer marketing, and environmental, social, and governance (ESG) issues. In 2023, SHEIN invited six underrepresented social media influencers on an all-expenses-paid trip to its China innovation center, aiming to leverage their influence to improve public opinion of its ESG practices and reputation ahead of a potential initial public offering (IPO). The effort, however, backfired, with the brunt of the backlash landing on the influencers, who were criticized for promoting a company with a reputation for caring little about sustainability, people, or ethical business based on questionable practices at the company's supplier factories. For business, leadership, and public relations students, the key takeaways in this case include the importance of aligning influencer marketing campaigns with ethical transparency, and ensuring that all stakeholders-whether investors, consumers, or influencers-are informed on a brand's values and the full scope of its business operations. Today, ESG-related interests are complex and span beyond investors to include audiences on social media.

Notes:

Description based on XML content.

ISBN:

1-0719-9974-5

9781071999745

OCLC:

1569209063

Publisher Number:

T295173