How do consumers interact with social media influencers in extraordinary times?

Natalya Saldanha, Rajendra Mulye, Arnold Japutra

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)

Abstract

Purpose: Consumers are increasingly spending more time on social media platforms to cope with anxiety and loneliness resulting from the recent pandemic. The extraordinary times, characterised by isolation and lockdown, has placed increasing dependence on online technology as a coping mechanism in which social media influencers (SMIs) served as the human face of brands, helping both consumers and brands maintain human connection. How should practitioners navigate their social media campaigns in this changing environment? Design/methodology/approach: To answer this question, the Source Connectedness Pyramid is proposed to help explain and compare the interactions between consumers and SMIs in ordinary and extraordinary times. Findings: In their interactions with influencers during ordinary times, consumers are satiated with influencer source characteristics of attractiveness, trustworthiness and expertise. However, during extraordinary times, consumers substitute their usual preference to focus on connectedness, characterised by relatedness, belongingness and attachment. Originality/value: The empirical study within this paper lends support to this proposition and offers additional insights. The proposed Source Connectedness Pyramid contributes to influencer communication theoretically and has strategic implications for practitioners when navigating their social media campaigns in these extraordinary times.

Original languageEnglish
Pages (from-to)333-348
Number of pages16
JournalJournal of Research in Interactive Marketing
Volume18
Issue number3
DOIs
Publication statusAccepted/In press - 2023

Keywords

  • Connectedness
  • Extraordinary times
  • Pandemic
  • Social media influencers (SMIs)
  • Source model

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