{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,4]],"date-time":"2026-05-04T23:25:12Z","timestamp":1777937112935,"version":"3.51.4"},"reference-count":65,"publisher":"SAGE Publications","issue":"1","license":[{"start":{"date-parts":[[2022,12,7]],"date-time":"2022-12-07T00:00:00Z","timestamp":1670371200000},"content-version":"vor","delay-in-days":365,"URL":"http:\/\/www.sagepub.com\/licence-information-for-chorus"}],"funder":[{"DOI":"10.13039\/501100000923","name":"Australian Research Council","doi-asserted-by":"publisher","award":["DE190100789"],"award-info":[{"award-number":["DE190100789"]}],"id":[{"id":"10.13039\/501100000923","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["New Media &amp; Society"],"published-print":{"date-parts":[[2024,1]]},"abstract":"<jats:p>In tandem with the increasing role of Influencers in culture and commerce, Influencers\u2019 advertorial disclosures have become controversial in many countries, including South Korea. In August 2020, under the accusations by tabloids and other YouTubers, several famous Influencers were embroiled in the \u201cbackdoor advertising scandal,\u201d wherein Influencers deftly advertise products in exchange for a significant amount of money from sponsoring companies, without any notice to followers. This article focuses on two (in)famous Influencers in the scandal: fashion stylist Han Haeyoun and mukbang-YouTuber tzuyang. By situating reactions around the scandal within broader Influencer ecologies and Korean cultures, we map out tensions between various actors, and the subsequent embroilments with online hate, call-out cultures, and misogyny. Drawing on a longitudinal digital ethnography on Influencer cultures and industry in East Asia, we highlight how the myth of \u201chitting the jackpot\u201d in Korea compels people to follow, worship, and debunk Influencers within networked cultures.<\/jats:p>","DOI":"10.1177\/14614448211061829","type":"journal-article","created":{"date-parts":[[2021,12,8]],"date-time":"2021-12-08T01:31:42Z","timestamp":1638927102000},"page":"405-425","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":45,"title":["Backdoor advertising scandals,\n                    <i>Yingyeo<\/i>\n                    culture, and cancel culture among YouTube Influencers in South Korea"],"prefix":"10.1177","volume":"26","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5698-5561","authenticated-orcid":false,"given":"Jin","family":"Lee","sequence":"first","affiliation":[{"name":"Internet Studies, Curtin University, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Crystal","family":"Abidin","sequence":"additional","affiliation":[{"name":"Internet Studies, Curtin University, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2021,12,7]]},"reference":[{"key":"bibr1-14614448211061829","doi-asserted-by":"publisher","DOI":"10.1057\/9781137469816_11"},{"key":"bibr2-14614448211061829","unstructured":"Abidin C (2015) Communicative\u2764 intimacies: influencers and perceived interconnectedness. 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