Social Media Influencer’s Crisis Responses and The Short and Long-Term Effects on Their Brand and Reputation

Authors

Reese K. Brosnan, Belmont UniversityFollow

Publication Date

Fall 12-9-2024

College

College of Liberal Arts & Social Sciences

Department

Public Relations, Department of

Student Level

Undergraduate

SPARK Category

Scholarship

Faculty Advisor

Dr. Christie Kleinmann

SPARK Session

Public Relations & Strategic Communication and Leadership with Christie Kleinmann from 11:45-12:45

Presentation Type

Talk/Oral

Summary

A crisis for a social media influencer is incredibly prevalent as a part of the career since they are constantly online and showing themselves to the world. There is currently plenty of research on how to plan for a crisis response for organizations that are not having to respond as both an individual and as a brand. The need for research on how an influencer can plan for and respond to a crisis in an effective manner is imperative as the rate of people wanting to be a social media influencer has increased. Therefore, more people will become reliant on the financial gain, but a crisis can affect the brand’s bottom line – especially if the influencer responds in an incorrect way. The research utilized a qualitative method and content analysis to code for sentiment of three sample crisis responses and the comments responses to determine the overall nature. To have a neutral or positive sentiment in the response from the comments, the research found that a social media influencer should have a serious tone and a relaxed face. They should also take accountability for the crisis, apologize to those who were harmed, and express how they are going to improve moving forward. For what not to do that results in a negative sentiment is to shift blame, victimize themselves, and have numerous jump cuts. The findings indicate that if the response is widely negative in sentiment, the comments will reflect that.

Recommended Citation

Brosnan, Reese K., "Social Media Influencer’s Crisis Responses and The Short and Long-Term Effects on Their Brand and Reputation" (2024). SPARK Symposium Presentations. 521.
https://repository.belmont.edu/spark_presentations/521