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Can I read Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements on EtoBox?
Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements by Kylie Sng; Tsi Ying Au; Augustine Pang is a Social Sciences article available to read on EtoBox.
What is Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements about?
Social media influencers (SMIs) are increasingly employed by organizations to amplify their strategic communication efforts. Yet, little is known about the impact an SMI's personal indiscretion has on their endorsing organizations. This article examines the factors that trigger these crises and their effects on the organizational image. Five cases -PewDiePie (U.S.), Munroe Bergdorf (UK), James Charles (U.S.), Grace Mongey (Ireland) and Sarah Bowmar (U.S.)were analyzed using Rapid Issue Tracking, a method to capture stakeholders' sentiments. Findings showed that SMIs' personal indiscretions trigger paracrises. Organizations typically used distancing strategies but adopted image repair situationally. Anchored on image repair theory, we propose a framework for crisis identification and response strategies. With the increasing use of SMIs in marketing, their potential as a new type of crisis trigger warrants attention.
Who reads Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements?
It is typically read by researchers, students, and practitioners in Social Sciences.
- Author
- Kylie Sng; Tsi Ying Au; Augustine Pang
- Publisher
- Informa UK Limited
- Published
- 2019
- Language
- EN
- Field
- Social Sciences