The pitfalls of using social media influencers during brand crises

Benedetta Crisafulli and Jaywant Singh

Influencers are popular on social media, with corporate spending on influencer marketing reaching record levels.

Social media influencers: Popularity and role in crisis communications

How can social media influencers (SMIs) be employed by brands during crises?  This question is vital for crisis communications management. The potential downsides associated with...

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