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.
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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,
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