Savannah Lee Coco, co-author of a research article that examines the impact influencers have on marketing, said followers often feel like they have a type of personal relationship with influencers. An influencers perceived authenticity is important when it comes to selling or promoting a product, s
When you think about the vaccine rollout, so much of this is about trust in the efficacy of the vaccine, trust in our government, said Lee Coco, who is the director of marketing and communications at the University of Michigan School of Music, Theatre and Dance. She said someone like Rodrigo alrea
nder, the star seems to have staying power.People enjoy being along for the ride to see someones growth, said Lee Coco, I could see how this would be a really great time to work with [Rodrigo] to do something like promote vaccine rollout or any sort of social media influence or marketing.
Both Lee Coco and Whitesell said the announcement of Rodrigos visit to the White House coming via an Instagram comment makes the visit feel more casual and authentic even if it turns out it was staged. Instead of glossy promotional content to advertise the visit, the comments promoted it organica
This could offer a blueprint for involving social media influencers in public campaigns, but Lee Coco said there are ethical lines that both influencers and politicians need to consider. Science has proved the COVID-19 vaccine offers universal benefit to the public wellbeing, but other issues are mo