The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts

Abstract

Communicating during a pandemic is as difficult as fighting it. Social media influencers have become role models in the pandemic due to the guiding nature of social media. The aim of this study is to analyze how micro-celebrities on Instagram, one of the most preferred social networks in Turkey, carry out their COVID-19-related content and how they communicate through Instagram during the pandemic. The conceptual framework of based on "Celebrity Influence Model", the top 10 micro-celebrities posts were examined. Results show that 68.4% of the posts are related to COVID-19; their sponsored posts were decreased; they mostly preferred a "humorous" tone in their messages, they preferred their posts as "indoors", and the most shared topic is "lifestyle". "Fun" is the most used value by micro-influencers. The primary role they assumed was "entertainer". It has been observed that micro-celebrities aim to inform, warn, direct and even develop positive behavioral changes by raising awareness on issues, such as staying at home, complying with social distance rules and wearing masks.