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

Publication Type

Journal Article

Publication Date

9-2019

Abstract

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 their effects on the organizational image. Five cases – PewDiePie (U.S.), Munroe Bergdorf (UK), James Charles (U.S.), Grace Mongey (Ireland) and Sarah Bowmar (U.S.) – were analyzed using Rapid Issue Tracking, a method to capture stakeholders’ sentiments. Findings showed that SMIs’ personal indiscretions trigger paracrises. Organizations typically used distancing strategies but adopted image repair situationally. Anchored on image repair theory, we propose a framework for crisis identification and response strategies. With the increasing use of SMIs in marketing, their potential as a new type of crisis trigger warrants attention.

Discipline

Business and Corporate Communications | Communication Technology and New Media | Social Media

Research Areas

Corporate Communication

Publication

International Journal of Strategic Communication

Volume

13

Issue

4

First Page

301

Last Page

320

ISSN

1553-118X

Identifier

10.1080/1553118X.2019.1618305

Publisher

Taylor & Francis (Routledge): SSH Titles

Additional URL

https://doi.org/10.1080/1553118X.2019.1618305

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