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Emergency remote education started around mid-March 2020 because of the measures taken by governments all around the world to reduce the propagation of COVID-19. With their own resources and often without the required digital skills, teachers and students continued with educational processes from their homes. In this scenario, we set out to analyze Twitter publications related to education in times of COVID-19 to identify the trend in the polarity of feelings, the topics of interest and the potentially most influential users. We imported 1, 399, 272 tweets in Spanish, published by 198, 440 users along a period of 100 days. To analyze the data, we employed social media analysis, text mining, and sentiment analysis. R language was fundamental in the tweet import and analysis. Results showed that 70% of the tweets were positive and 20% negative;81.0% were retweets;10.3% were bookmarked;20% included emojis and, 5.9% included multimedia resources. The use of words such as health, classes and children predominated;33.5% of tweets included hashtags referring to prevention and biosecurity measures, and recognition of teachers;20.4% of the tweets included web domains, where mass media predominated. The potentially most influential users had affiliation to mass media. © Los autores.
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PurposeThe purpose of this study is to examine how "homefluencers" sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI) and persuasion knowledge model (PKM) theory.Design/methodology/approachThis research applies structural equation modeling (SEM) and mediation analysis as the data analysis method using non-probability purposive sampling of a total of 217 local millennial Instagram and Facebook users, who have followed homefluencers sponsored posts in fashion-beauty, yoga-fitness and food sectors.FindingsBased on hypothesis testing, advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness than attractiveness.Research limitations/implicationsThis research extends the international marketing literature on source credibility, PSI, PKM and purchase intention theory in the new normal by proposing "Homefluencer's Endorsement Model for Purchase Intention" (HEMPI). Specifically, the mediating role of ad recognition of homefluencers sponsorship disclosure (#paidad, #sponsored), positively affects "change-of-persuasion meaning" on Instagram and Facebook, where research is rare.Practical implicationsThis research provides valuable suggestions for global brand owners, consumers and authorities of Instagram and Facebook to consider post-COVID consumer behavior highlighting homefluencers sponsored collaboration.Originality/valueThe authors have contributed to the use of the source credibility model and PSI to identify the antecedents in determining how the homefluencer's effective sponsorship disclosure can positively activate ad recognition on millennial consumers' purchase intention in a crisis period from an international standpoint with the practical implications in post-COVID.
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Contention over COVID-19 is only a recent example of increasing social division around science in the U.S. Many blame these divisions on actors who have strategically sowed doubt and distrust around expert supported positions and policies. However, this overlooks how scientists have fueled narratives of social and political conflict around science. This study explores how science influencers on social media have used group identity language in ways that may perpetuate narratives of intergroup conflict around science. Using computer-assisted content analytic methods, we examine how science influencers' use of group identity language has changed in response to recent events (Trump presidency, COVID-19 pandemic) and across different social media platforms (Twitter, Facebook, Instagram). While there are slight increases in group identity language between 2016 and 2021, different patterns across platforms suggest that science influencers use different platforms to perform multiple roles of engaging diverse audiences, building ingroup solidarity, and defending against outgroup criticism. © 2023 Taylor & Francis Group, LLC.
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This chapter assesses how luxury travel imaginaries were modified in the aftermath of the outbreak of the coronavirus pandemic. Drawing on long-term fieldwork among travel influencers, the chapter presents their response strategies to the COVID-19 pandemic. Based on an analysis of evidence from participant observation in tourist sites, network visualisations, in-depth interviews and platform profiles, I trace the transformations luxury travel imaginaries have undergone since the beginning of 2020. Before this global crisis, travel influencers became new puissant players in the highly globalised tourism industry as they regularly received assignments from tourism boards and hotels. Although brand sponsorship was considered a substantial source of revenue for travel influencers, their collaborations in travel destinations and the monetisation of travel content on YouTube were further assets to secure a livelihood. The coronavirus outbreak, however, turned their life-worlds upside down. This ethnographic investigation identified three main responses of travel influencers to the current long-term crisis of tourism: (1) diversification of content creation and orientation towards other influencer genres, (2) support for local tourism organisations and online promotion of staycations and (3), finally, travel to tourist sites for circulating online content on safe travel standards. Digital platforms became a major arena where the future of tourism has been re-negotiated in the wake of the COVID-19 outbreak. The in-depth investigation suggests that travel influencers were in a position to create new powerful representations of luxury as safe travel since they acquired the skills to establish stable storyworlds for their travel experiences, which attracted the attention of large platform audiences. © 2022 by Emerald Publishing Limited. All rights reserved.
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The COVID-19 pandemic created a period of social and economic crisis that introduced two distinct problems for social media influencers. At the same time that the pandemic made their work economically precarious, it also made their work morally hazardous, as large-scale human suffering made influencers' lifestyle promotions appear out of step with their audiences' day-to-day experiences. How did influencers and the personnel they work with organize their labour to navigate uncertainty and avoid moral criticism? Drawing on 40 in-depth interviews with fashion influencers as well as the industry personnel they work with, I explain how influencers and those close to them respond to and combat issues of uncertainty and change during a period of crisis. I pair this interview data with a year-long online observation of influencers' labour online. In a calibrated move from aspiration to authenticity, influencers stressed the ‘ordinary' and ‘everyday' qualities of their lives during the pandemic, evading moral sanctions against profit-making. Throughout, they leveraged their tentacular connections with audiences to refine content in step with shifting demand and desire online, maximizing their market reach and annual revenue. [ FROM AUTHOR] Copyright of New Media & Society is the property of Sage Publications, Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)
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The contents with emotional value mark the step in the promotion and positioning of a brand, in this case brand territory. Many of the protagonists of this digital content are consumers of these experiential products that create and recreate experiences to move. This study analyzes prosumers, as new narrative managers, creators of experiences that use social networks, as mass media based on an audience with a high rate of digital connectivity, in need of leisure and entertainment activities, even more so, considering the long confinement due to the COVID-19 pandemic, this study is developed based on a content analysis with a quantitative approach, it will allow creating categories and classifying the data that guarantee the validity and reliability of the analysis, referring to the characteristics of the content, to the producers or causes of the content and to the public or effects of the content;since a multiple-choice questionnaire with an online Likert scale is applied. The expected results of this study point to interesting knowledge about the type of content, formats and media that generate the most impact when creating storytelling that excites, moves and mobilizes tourists. © 2023, University of Cienfuegos, Carlos Rafael Rodriguez. All rights reserved.
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This paper discusses findings from a commissioned evaluation of an Australian government COVID-19 health campaign that utilised third-party influencers to increase the reach of health communication messages among culturally and linguistically diverse young people. Although the campaign was successful, interviews with select influencers and target audience members indicated that the ‘serious' tone of the health messaging was less effective and less likely to be shared and that messages should be more ‘entertaining'. Analyses of data indicated three themes providing insights into how future campaigns may benefit from a focus that draws together health information and entertainment using models already constructed in the entertainment–education field: (1) Entertaining health messages have a stronger fit with influencers who are known for their entertainment value;(2) Entertaining messages are more memorable and more likely to be shared;(3) A balance between entertainment and the signifiers of trust and credibility such as government health authority logos overcomes trust issues in the context of current health disinformation and misinformation. © The Author(s) 2023.
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This study investigates how engagement with social media leads women to adopt diet and exercise practices. We base our analysis on qualitative research, including surveys and in-depth interviews, with thirty (30) Australian women aged 18-35 years between April and August 2021. Our findings reveal how healthism discourse on social media, namely Facebook, Instagram and TikTok, underpin the adoption of diet and exercise practices by enhancing experiences of digital intimacy, repeat messages and personal testimonials from other women, and supporting new routines during COVID-19 lockdowns. This article contributes to health marketing literature by providing critical knowledge about women's experiences that prompt and shape complex ideologies of health that are often masked through diet and exercise practices on social media.
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The prominent growth of social media users, particularly during the COVID-19 pandemic, allows social media to become a potential platform for product promotion. The presence of digital influencers as online opinion leaders has been proven to influence brand value perception, establish brand engagement, and encourage consumer purchase intention. As the country with the fourth-largest population globally, Indonesia is a lucrative market for cosmetic products. In addition to the rising number of the millennial generation who is interested in beauty products, the male segment which is no less concerned about appearance also expands the cosmetics market. A quantitative method was applied using an online questionnaire to 220 samples. The findings reveal that perceived influence has a positive effect on purchase intention with brand engagement in self-concept and brand expected value as the mediating variables. Likewise, brand engagement in self-concept has a positive effect on brand expected value. This study recommends XYZ Cosmetics to continue enrolling Tasya Farasya, considering that, as a mega-influencer with enormous Instagram followers in Indonesia, she can drive the perception and behavior of her followers.
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The article analyses the proliferation of narratives about Covid-19 as an orchestrated political event among female lifestyle influencers on Czech Instagram. As the Covid-19 pandemic turned even the most basic everyday activities into politically loaded questions, the boundaries between lifestyle, domestic, and political content posted by influencers became increas-ingly blurred. The article explores this process of "politicisation of the domestic” with a focus on (a) the gendered character of influencer communities on Instagram, (b) the process of authority building within the newly politicised and gendered spaces, and (c) the post-socialist socio-political context of the Czech Republic that frames current political events by sym-bolic references to a totalitarian past. Empirically, the article builds on data collected using digital ethnography and ethnographic content analysis of selected Czech female lifestyle influencers' Instagram profiles. © 2022 by the author(s);licensee Cogitatio (Lisbon, Portugal).
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In the last two years, Covid 19 has brought heavy consequences on the economy, society and public health of Vietnam. And the origin of this pandemic is believed to be from the consumption of wild animals in China. Besides, the issue of food hygiene and safety in Vietnam is always a painful issue which has not solved until now. Therefore, the topic "Covid 19 and factors affecting Vietnamese people's consumption behavior in food hygiene and safety" was chosen with the desire to contribute a part of solving these problems, contemporary issues of the country in the present and the near future. Research has shown that there are 7 factors affecting consumer behavior including: lifestyle, awareness, knowledge, beliefs, news, Covid 19 pandemic, influencers;and those factors impacted to the consumers with different levels. Hopefully the research results will be the foundation for marketers to come up with appropriate marketing strategies, towards the sustainable development of Vietnam.
ABSTRACT
The prominent growth of social media users, particularly during the COVID-19 pandemic, allows social media to become a potential platform for product promotion. The presence of digital influencers as online opinion leaders has been proven to influence brand value perception, establish brand engagement, and encourage consumer purchase intention. As the country with the fourth-largest population globally, Indonesia is a lucrative market for cosmetic products. In addition to the rising number of the millennial generation who is interested in beauty products, the male segment which is no less concerned about appearance also expands the cosmetics market. A quantitative method was applied using an online questionnaire to 220 samples. The findings reveal that perceived influence has a positive effect on purchase intention with brand engagement in self-concept and brand expected value as the mediating variables. Likewise, brand engagement in self-concept has a positive effect on brand expected value. This study recommends XYZ Cosmetics to continue enrolling Tasya Farasya, considering that, as a mega-influencer with enormous Instagram followers in Indonesia, she can drive the perception and behavior of her followers. [ FROM AUTHOR]
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With signaling theory, credibility, and social media engagement (SME) as guiding frameworks, this study used an experiment to examine how social media influencers (SMIs) affect how people engage with COVID-19 misinformation. SMI-promoted information elicited more SME, credibility, and purchase likelihood than non-SMI promoted information. The most effective message was a post promoted by an SMI that contained detailed information about an authentic product. However, data indicated nuance regarding the effect of SMIs. The authenticity of the information as well as the amount of detail in the post played a role. Additionally, mediated effects analysis showed that the impact of SME on purchase likelihood was higher among non-SMI followers. Data suggests that using a multi-signal messaging approach is suitable regardless of promotion by an SMI. This has important implications to public health messaging and the author discusses how health agencies may effectively signal information to the public.
Subject(s)
COVID-19 , Social Media , Humans , Public Health , Probability , CommunicationABSTRACT
This article asks: ‘To what extent can health professional influencers function as health pedagogues, educating their audiences and protecting public health in an era of digital misinformation?’ The article teases out that question by applying Content Analysis and Framing Analysis to a selection of TikTok and Instagram posts by Dr Michael Mrozinski, a Scottish general practitioner who is based in Australia. The posts seek to debunk online misinformation and provide facts regarding COVID-19. Mrozinski's social media content exemplifies what the article terms ‘public health pedagogy’ (PHP) – pedagogy that is informed by public health principles and that is undertaken outside traditional educational institutions. The article also asks: ‘How exactly does Mrozinski respond to misinformation actors and to what extent does this diminish the effectiveness of his PHP?’ The article investigates whether Mrozinski's hostility towards these actors actually invokes stereotypes of medical experts as elitist and uncaring. Those stereotypes are commonly expounded by misinformation and conspiracy actors. [ FROM AUTHOR] Copyright of Journal of Sociology is the property of Sage Publications, Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)
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Buying Behaviour of an online consumer can change according to their needs and circumstances. This paper focuses on the consumer’s online buying behaviour with respect to influencer marketing during the COVID-19 pandemic. The research is conducted to study the factors that have influenced the consumers of India to buy the product/services during this coronavirus crisis in India. An online questionnaire was designed to conduct the research and data from different respondents were obtained. Data was analysed through Google sheets (spreadsheets). The results showed that the products promoted by social media influencers throughout the COVID-19 lockdown in India have impacted the consumers to buy the featured products and the factors that influenced them were reliability, discounts, influencer’s credibility and trust.
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Indonesia boasts a lively influencer scene. These influencers promote various products and messages, including political messages, to their followers for commercial gain, and have been particularly active during the coronavirus disease 2019 (COVID-19) pandemic. Influencers in Indonesia are potentially subject to state regulation, particularly via the controversial Electronic Transactions and Information Law (ITE Law) which criminalizes digital communications that "breach morality," defame the good name of another, or spread misleading information resulting in consumer losses. In addition, influencers face a risk of community-led regulation, via an online backlash, should they transgress perceived moral boundaries. In this article, we present and analyze a series of case studies where influencer behavior has attracted regulatory responses. These cases illustrate the interactions among regulatory actors and also where and how the lines for acceptable influencer moral standards of behavior are being drawn.
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Coronavirus disease 2019 (COVID-19) created life-disrupting stressors that disproportionately burden disadvantaged communities with devastating impacts that extend far beyond the burden of the disease itself, including joblessness, housing and food insecurity, educational system upheavals, isolation due to disrupted relationships, worsened mental health and substance use and violence. Socially interconnected community members are resources whose efforts can be mobilised to improve COVID-19 coping within their social networks. This research examined the feasibility, acceptability, and reach of a social media-based peer influencer intervention for COVID-19 coping. Over a 9-month period in 2020, the project enrolled 1253 social influencers in Milwaukee-primarily ethnic and racial minorities-who regularly received and passed along messages to members of their social networks that provided advice about COVID-19 pandemic coping, economic survival, health protection, mental health, family needs, social justice and other impacts. Messages were shared by influencers with others over social media and also text messages, phone calls and conversations. Facebook social media tracking metrics objectively measured the community reach of social influencers' messages. Quantitative surveys and qualitative follow-up interviews with a subset of influencers also measured the feasibility and acceptability of the intervention. Social media monitoring metrics showed that, by the end of the project, influencers' messages reached an average of 7978 unique individuals per week and had an average of 13,894 total views per week, with more than 140,000 total cumulative organic impressions. More than half of social influencers indicated that-beyond Facebook message sharing-they shared COVID-19 prevention, care, and coping messages with social network members in conversations, phone calls and text messages. Social influencers reported that they valued having the opportunity to help community members to cope with pandemic stressors by conveying practical COVID-19 coping advice.
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In the current digital ecosystem, the content and practices generated by networks such as YouTube or Instagram have facilitated the emergence of a type of influencer or (micro) celebrity that, in addition to generating business (Vizcaino-Verdu et al., 2019), offers models of authenticity and styles of life, narratives and influences between the Millennial and Centennial generations that need to be analyzed from the perspective of the young users themselves. To this end, we present the results of an unpublished mixed methodology research carried out in Spain that has collected the opinions of adolescents and young people (12-18 years old)from the autonomous communities of Catalonia, the Balearic Islands and the Basque Country from a sample of 2,749 questionnaires (and nine focus groups) during 2021, including the period affected by Covid19. The quantitative results allow us to observe which platforms they prefer, the reasons for their preference, their acceptance or rejection of certain communicative elements, as well as the characteristics that seem to create a trend and favor their engagement towards the influencers they prefer.
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Since the coronavirus pandemic spread in Malaysia, there are increase discussions on the issue related to SMEs in Malaysia. These conversations have included social media users’ assistance to SMEs. The government extended assistance to SMEs either in kind or through various programs. Twitter, a popular social network site (SNS) is the leading platform to engage in online conversation related to the SMEs enhancement and related programs. The understanding of who starts the conversation engaged into and responds to the information spread are important so as to enhance the government service and delivery of the assistance to SMEs. Hence, the objective of this study is to examine the social network metrics from Twitter data to find the influencers, URLs, and drivers of the news spreading in a selected SNS i.e., Twitter. A social network analysis and brief content analysis of Twitter data were conducted in August 2021. There are 982 networked users of Twitter collected for the analysis. The influential users were identified using social network analysis (SNA) and graph clusters for visualization. The influencers were ranked by their betweenness centrality score, and the graph’s vertices were grouped by cluster using the Clauset-Newman-Moore algorithm to visualize the network structure. The top words in conversation, top hashtags, and top URLs were also examined. The result identified the 10 most influential Tweeters, most popular hashtags, and URLs in the social network of 982 users. This study implies that SNA and its tools help for improving the information spread and sharing on the issue related to SMEs in Malaysia. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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The continuous proliferation of social media platforms and the exponential increase in users’ engagement are impacting social behavior and leading to various challenges, including the detection and identification of key influencers. In fact the opinions of these influencers are at the core of decision-making strategies, and are leading trends on the virtual social media landscape. Moreover, influencers might play a crucial role when it comes to misinformation and conspiracy during sensitive, controversial and trending events. However, due to the dynamic and unrestricted nature of social media, and diversity of targeted topics and audiences, identifying and ranking key influencers that are impactful, credible, and knowledgeable about their specialist topic or event remains an evolving and open research paradigm. In this paper, we address the aforementioned problem by proposing a novel influence rating and ranking scheme to identify key and highly influential users for a certain event over Twitter using a mixed theme/event based approach while considering historical data and profile reputation. We further apply our approach to a global pandemic case study, the novel Coronavirus, and conduct performance analysis. The presented experimental results and theoretical analysis explore the relevance of our proposed scheme for identifying and ranking reputable and theme/event related influencers.