ABSTRACT
Organizations are harnessing social media influencers (SMIs) as third-party advocates – individuals whom consumers view as knowledgeable sources of information and whose influence has risen dramatically. Like people in the limelight, SMIs can face reputational crises that may affect their personal branding or affiliated brands. Yet, when SMIs face crises, either of their own doing or otherwise, where can they seek help from?
This chapter examines the micro-influencers who bring in the greatest value for organizations with their high engagement rate and low endorsement costs. Instagram tops the list as the most used influencer channel. Since micro-influencers are active on Instagram, we proposed a new platform to house crisis counsel information relevant to them.
