Social media influencers as a crisis risk in strategic communication: Impact of indiscretions on professional endorsements

• Main Authors: SNG, Kylie, AU, Tsi Ying, PANG, Augustine
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Business and Corporate Communications; Communication Technology and New Media; Social Media
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6512; https://doi.org/10.1080/1553118X.2019.1618305
• Institution: Singapore Management University

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...