EXPLORATION OF THE MODULATING EFFECT OF A TIME OF CRISIS ON INFLUENCERS' COMMUNICATION

Abstract

In this research, the communication content of four Colombian influencers was compared in two
moments: the first in a time of high demand for products (December 2019) and the second in the
midst of the health crisis generated by Covid-19 (April 2020), to know if the change in the narratives,
publication frequencies and other indicators can affect the communication of them as a medium, the
analysis was based on the content generated by influencers on the social network Instagram. The
results obtained show that there is no modulating effect of the crisis on the tone, but there is a not so
significant change in its effectiveness indicators (type of content, frequency, likes, interaction,
followers and the degree of emotional involvement) in the publications made, which could be
evidenced through the way the message was created and its production. However, it was established
that there was a modulating effect of the crisis in relation to the brands promoted by the influencers,
since new product categories and new brands were integrated.