Capitalising on chaos – exploring the impact and future of social media influencer engagement during the early stages of a global pandemic

Archer, Catherine; Wolf, Katharina; Nalloor, Joseph

doi:10.1177/1329878x20958157

Cited by 25 publications

(23 citation statements)

References 8 publications

(9 reference statements)

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“…This relationship has shown that most young people are interested in social media marketing and buy products from advertising on social websites. related to the topic of the study are fully linked to the parts of the literature review as well as to the objectives of the study Archer, Wolf and Nalloor (2021). It has been observed that there are numerous people on the digital platform buying products in association to receive discounts and referral coupons from online sites.…”

Section: Research Backgroundmentioning

confidence: 99%

Digital Influencers and their impact on purchasing decisions of Millennials to buy Make Up products

Sakib¹

2022

Preprint

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This challenge makes a specialty of the impact and moves of a virtual influencer in terms of the acquisition of merchandise through the web platform. In this challenge, the principal purpose of virtual influencers is to take advantage of people’s belief and inspire them to shop for product-unique makeup. It all relies upon at the influencer's advertising strategies, and the challenge is centered on course target market while shopping for splendor merchandise. In this project, the evaluation of various people's responses at the social media platform became tremendously clear to make from different magazine articles. The respondents have been taken exclusively as male and female fore this research to be performed. The literature evaluate phase includes all of the distinctive parameters related to the virtual influencer. The proposed technique related to the translation of the effect of virtual influencers at the patron related to the acquisition of splendor products.

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Section: Research Backgroundmentioning

confidence: 99%

Digital Influencers and their impact on purchasing decisions of Millennials to buy Make Up products

Sakib¹

2022

Preprint

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“…The rapid adoption of SMM and related technologies are a necessity for businesses aiming to survive or even benefit from the pandemic, as this positively influences brand performance [74,75,80]. Digitalization and the pandemic enhance the importance of adapting corporate communication to digital channels to increase consumer trust and brand awareness [62,74].…”

Section: Businessesmentioning

confidence: 99%

“…As consumers are provided with large amounts of information related to the pandemic, they question whom to trust. Secondly, influencers have the role as a promoter of both businesses and themselves as personal brands through covert marketing [74,80]. Thirdly, they also possess the role of interactor between brands and consumers as they both create and consume content [74].…”

Section: Social Media Influencersmentioning

confidence: 99%

Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

2021

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This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual framework that answers the following research question: How can businesses, amidst and after the COVID-19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the long-term effects of COVID-19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future.

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“…Alongside traditional sources of information such as government officials, medical experts and journalists; social media celebrities, also called social media influencers, such as these YouTubers, spread information among social media users about Covid-19, and the benefit of home confinement measures or barrier gestures. Several governments and health organizations have recognized the reach and social capital of social media influencers (Abidin et al 2021 , Archer et al 2021 ). The Finnish and the British governments have formally enlisted influencers to disseminate health information on social media to reach younger audiences (Abidin et al 2021 ).…”

Section: Introductionmentioning

confidence: 99%

Favorite YouTubers as a source of health information during quarantine: viewers trust their favorite YouTubers with health information

Bérail

Bungener

2022

Soc. Netw. Anal. Min.

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During quarantine, between March and May 2020, YouTubers disseminated information about Covid-19 and the quarantine. The objectives of this study are (1) to explore whether YouTubers are considered as reliable sources of information regarding quarantine by French social media users, (2) to evaluate the link between the parasocial relationship with a favorite YouTuber and the level of trust in the information provided by this YouTuber and (3) to test the effectiveness of the favorite YouTuber as a source of information about the benefit of quarantine. Data from 596 participants were collected through an online survey, among whom, 251 had a favorite YouTuber. Wilcoxon signed-rank tests and ordered logistic regressions were used to explore two research questions and to test two hypotheses. Results show that (1) information about the benefit of quarantine from the favorite YouTuber is considered just as reliable as information from journalists, friends or family members, (2) the intensity of the parasocial relationship with the favorite YouTuber is positively and significantly associated with the level of trust in that favorite YouTuber, (3) having received trusted information about the benefit of quarantine from one’s favorite YouTubers is positively and significantly associated with the perception of the utility of quarantining. This study identifies YouTubers as important sources for health communication.

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Capitalising on chaos – exploring the impact and future of social media influencer engagement during the early stages of a global pandemic

Cited by 25 publications

References 8 publications

Digital Influencers and their impact on purchasing decisions of Millennials to buy Make Up products

Digital Influencers and their impact on purchasing decisions of Millennials to buy Make Up products

Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

Favorite YouTubers as a source of health information during quarantine: viewers trust their favorite YouTubers with health information

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