You don’t need to be an influencer with hundreds of thousands of followers to have a real-world impact during a crisis, according to a new study published in the Australasian Journal of Information Systems.
You don’t need to be an influencer with hundreds of thousands of followers to have a real-world impact during a crisis, according to a new study published in the Australasian Journal of Information Systems.
Contrary to conventional views that associate larger online followings with greater influence, the study shows that micro-influencers on Twitter (now X) play the most significant role in disseminating information during crises.
Despite their relatively small networks, these influencers with between 1,000 and 10,000 followers have a greater impact than their meso-influencer (10,001 to 100,000 followers) and macro-influencer (over 100,000 followers) counterparts, especially when situated near the crisis.
