The pitfalls of using social media influencers during brand crises

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 influencers’ presence in crisis communications are that it can incite distrust toward the brand and risk consumer backlash. Both pose a threat to the brand’s reputation. 

The prominence of SMIs in modern-day marketing is undisputed. Over two thirds of multinational brands around the world plan to increase expenditure on influencer marketing within the next few years, and the global spending in the area is expected to...

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