What is it about?

This study looked at how effective social media influencers were in promoting COVID-19 safety measures in sponsored posts. They found that people who felt more connected to a previously unfamiliar social media influencer were more likely to share their post containing COVID-19 safety messages, but only if the sponsored brand fitted the influencer.

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Why is it important?

This study is important because it shows that social media influencers can be effective in promoting COVID-19 safety measures even in sponsored posts, especially when they have a strong connection with their audience. These results can help improve the spreading of health messages in future health campaigns.


It was great to work on such a timely and interesting topic. We believe in the immense potential of influencers in spreading prosocial messages, and we are working on projects to further explore how influencers can be effective prosocial messengers.

Agnes Buvar
Eotvos Lorand Tudomanyegyetem

Read the Original

This page is a summary of: COVID-19 messages in sponsored social media posts: The positive impact of influencer-brand fit and prior parasocial interaction, PLoS ONE, October 2022, PLOS,
DOI: 10.1371/journal.pone.0276143.
You can read the full text:

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