BU continues growing its impact in researching social media influencing

In addition to the active role, Dr Elvira Bolat took in supporting the BBC One Panorama research team and the editor, Jamie Hamilton, in preparing the latest episode titled, Million Pound Selfie Sell Out, she has also been interviewed by The Times journalist, Kaya Burgess.

The Times article titled ‘Instagram life is far from a pretty picture, insist bloggers‘ talks about the true reality of shiny and glossy lifestyle portrayed by the influencers online with less glam and numerous negative effects on mental health the bloggers/vloggers live with. In addition, the article features one of the Bournemouth Bloggers – Emma Longden, who confirms that being a micro-influencer comes with side effects and pressures, many are not aware of.

Beyond this particular interview, but in numerous media interviews and providing insights to the Panorama research and editorial teams, Dr Bolat emphasised that the ecosystem of influencing marketing is much more complex. She highlights that, with the presence of brands and businesses in such an ecosystem, responsible business practices should be shaping the future of influencer marketing. Influencer marketing is a fantastic phenomenon enabling social media users to express their creativity, connect with various audiences and serve the social purpose. However, as it stands it became a powerful financial engine to further foster consumerism and, beyond that, harm not only followers but creators of content, who no longer have control, passion, and purpose with their social media storytelling.