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Navigating Criticism: The Experiences of Social Media Influencers in New Zealand

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Thesis(2.08 MB)

Date

2025

Authors

Cheng, Venesse Yan Tong

Supervisor

Hyde, Kenneth

Item type

Thesis

Degree name

Master of Business

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Publisher

Auckland University of Technology

Abstract

This study investigates the impact of criticism faced by social media influencers (SMIs) in New Zealand. While SMIs are admired for their authenticity and persuasive influence in shaping consumer attitudes and brand perceptions, they are also vulnerable to negative feedback and public criticism. In cultural contexts that value humility and discourage self-promotion, such as New Zealand and Australia, individuals who stand out or achieve success may be more likely to be criticised or “cut down,” a phenomenon known as the Tall Poppy Syndrome (TPS). TPS shapes both the intensity and nature of this criticism directed at SMIs, influencing not only their personal wellbeing but also their perceived credibility and effectiveness as marketing communicators. This research is significant because it addresses an underexplored issue within the marketing and influencer literature by examining how cultural values influence consumer responses to influencers and how much criticism affects the authenticity and trust central to the effectiveness of influencer marketing. It offers crucial insights into how cultural norms shape the norms and motivations of criticism, the personal and professional consequences for SMIs, and their coping strategies, all of which are vital for supporting influencer wellbeing and sustaining authentic brand-audience relationships. To explore this, five research questions are developed: 1. What motivates New Zealand consumers to criticise social media influencers? 2. What forms does such criticism take? 3. In what ways might cultural differences amongst New Zealand followers affect the intensity and nature of criticism directed at social media influencers? 4. What are the potential impacts (social, emotional, psychological and professional) of criticism on New Zealand social media influencers? 5. What strategies, if any, do New Zealand’s social media influencers employ to cope with the effects of criticism? The research adopts a qualitative approach, including individual interviews with six SMIs and three focus groups with a total of fifteen followers. All interviews were audio-recorded and transcribed, and data analysed using thematic analysis. The findings reveal that criticism of SMIs is motivated by moral misalignment, cultural expectations of humility, over-commercialisation, envy, and the anonymity of social media. Criticism typically takes indirect and subtle forms, including liking negative comments, private discussions, and passive disengagement, shaped by cultural norms and concerns about personal exposure. Cultural differences strongly influence criticism's nature and intensity, with shared cultural identity fostering greater support and increased expectations, especially within Māori and Pasifika communities. Criticism impacts SMIs’ social, emotional, psychological and professional selves, leading to isolation, distress, self-doubt, and career challenges. In response, SMIs adopt various coping strategies, such as content moderation, cognitive reframing, emotional detachment, support networks, and social media breaks, to manage criticism while balancing authenticity and wellbeing. Theoretically, this research extends the understanding of TPS into the context of influencer marketing, integrates cultural and psychological theories to explain influencer-follower interactions, and reframes subtle criticism as a form of online harassment that affects influencer credibility and brand trust. Practically, it informs SMIs, followers, marketers, brands, agencies, and platforms on managing criticism through culturally informed strategies, helping maintain authenticity, enhance influencer-follower relationship, and protect the wellbeing of SMIs who serve vital roles in the digital marketing environment.

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http://hdl.handle.net/10292/19942

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Masters Theses