The Role of Social Media Influencers in Crisis Communication: A Case of Bolt Kenya

Abstract

This study aimed to examine the impact of social media influencers on crisis communication. It focused on the case of Bolt Kenya and how the company used social media influencers to restore trust and manage its reputation after facing multiple crises. The study had three specific objectives: to evaluate the opinions of Bolt Kenya users on the company's use of social media influencers in crisis communication, to understand how these influencers effectively conveyed crisis messages to the public, and to analyze how Bolt Kenya selected social media influencers based on credibility and demographic profiles, and how this influenced user perceptions of the company's crisis communication. Using a phenomenological research design and conducting in-depth interviews with Bolt Kenya users, the study aimed to provide valuable insights into the effectiveness of social media influencers in crisis communication and their impact on consumer perception, specifically, within the Kenyan context. The research involved in-depth interviews with 15 participants, uncovering that Bolt Kenya's use of social media influencers (SMIs) was deemed ineffective. Ineffective crisis management and stakeholder engagement at Bolt Kenya, addressing information flow challenges and ineffective usage of social media users’ usage in crisis management. The study also revealed that consumers perceived Bolt Kenya's response to crises as lacking authenticity and transparency, leading to a decrease in trust and loyalty towards the brand. Recommendations were made for Bolt Kenya to improve their crisis communication strategies by engaging with stakeholders more effectively and utilizing social media influencers in a more genuine and transparent manner. Participants expressed that SMIs seemed to lack a clear understanding of their roles and often prioritized personal gain over addressing stakeholder concerns. Furthermore, the study highlighted the impact of SMIs' credibility and demographic profiles on the perceived effectiveness of the crisis communication strategy. Ultimately, the research underscores the importance for organizations to consider the role of SMIs in crisis communication thoughtfully and to develop comprehensive crisis management plans that encompass clear communication, stakeholder engagement, and a multi-faceted approach. This research suggests that organizations should invest in training and educating SMIs to ensure they understand their roles and responsibilities during a crisis. Additionally, it emphasizes the need for organizations to diversify their pool of SMIs to enhance credibility and effectiveness in crisis communication efforts.