Journal article
Capitalising on chaos – exploring the impact and future of social media influencer engagement during the early stages of a global pandemic
Media International Australia, Vol.178(1), pp.106-113
2020
Abstract
This article examines the role of influencers during the early stages of the COVID-19 pandemic, as well as the impact of the global pandemic on Social Media Influencers’ (SMIs) lifestyle and business model, using the concept of Disaster Capitalism as a springboard for discussion. Worldwide it first appeared that the global pandemic would severely impact SMI sole traders, as income from travel, luxury goods and other ‘lifestyle’ brands dried up. However, we suggest that brands and influencers themselves have pivoted to meet the COVID challenge, with some brands exploiting the opaque influence of these micro-celebrities. We further suggest that while a handful of governments and health organisations have recognised the reach and social capital of SMIs, their potential in health communication has been underutilised. We write this essay as a starting point, raising questions and calling for further research to be conducted to inform the understanding of SMIs’ role and potential as conveyors of public health information.
Details
- Title
- Capitalising on chaos – exploring the impact and future of social media influencer engagement during the early stages of a global pandemic
- Authors/Creators
- C. Archer (Author/Creator)K. Wolf (Author/Creator)J. Nalloor (Author/Creator)
- Publication Details
- Media International Australia, Vol.178(1), pp.106-113
- Publisher
- SAGE Publications
- Identifiers
- 991005540631407891
- Copyright
- © The Author(s) 2020
- Murdoch Affiliation
- College of Arts, Business, Law and Social Sciences
- Language
- English
- Resource Type
- Journal article
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- Collaboration types
- Domestic collaboration
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- Citation topics
- 1 Clinical & Life Sciences
- 1.273 Health Literacy & Telemedicine
- 1.273.870 Digital Health Literacy
- Web Of Science research areas
- Communication
- ESI research areas
- Social Sciences, general