Social media influencers as a crisis risk in strategic communication: Impact of indiscretions on professional endorsements
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 thei...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2019
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/6512 https://doi.org/10.1080/1553118X.2019.1618305 |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | 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. |
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