special track strategic communication in collaboration with EUPRERA

The role of influencer marketing during the lockdown: An analysis of Italian influencers

Rossella Sagliocco, Sabrina Celestino

It’s October 19, 2020, a phone call that is definitely unexpected: the President of the Italian Council called Chiara Ferragni and Fedez. The President, Giuseppe Conte, asked the digital entrepreneur and rapper to help him convey a very important message. The Prime Minister asked the couple, who had been very active on social media, to help him convince Italians, especially young people, to wear masks during this difficult period of the COVID-SARS 19. During the lockdown, young people followed the influencers rather than TV programs and the news (Bloomberg,2020). This particular period has had a strong impact on everyone’s life, increasing the need to communicate, share and establish authentic relationships through social networks.

#automated content analysis #Communication Management #COVID-SARS 19 #Influencer marketing #Instagram #social media