L'influencer in forma di impresa
Author(s)
Date Issued
2024
Type
article
Start Page
344
End Page
367
Abstract
The influencer leverages their substantial social media following to sway the con-
sumption habits or opinions of their followers for the advantage of their clients, or
to engage a community and partake in the economic gains generated by the social platform. The user or prosumer, despite being highly active, crosses the threshold
provided by art. 2062 c.c. only when their engagement becomes professional. The organizational dimension is critical for the emergence of a firm. The authenticity and trustworthiness that seemingly characterize the influencer's activities do not seem to hinder the circulation of the influencer's business, aside from contractual restrictions imposed by social media, nor the emergence of a depersonalized organi-
zation.