Take me down to the vaccine city? Nano – and micro influencers engagement in the pro-vaccination campaign during the COVID-19 pandemic : evidence from Poland

Abstract

PURPOSE: The purpose of the presented paper is to initially analyze and assess the role of nano- and micro-influencers engagement in the pro-vaccination campaign during the COVID19 pandemic.

DESIGN/METHODOLOGY/APPROACH: This paper's insights have emerged iteratively by considering both theory and empirical research. In the research part, the author uses the qualitative content analysis method.

FINDINGS: The research showed that Polish nano and micro-influencers join the effort to get Poles vaccinated. More and more unsponsored micro-influencer campaigns are popping up on social media, with a growing number of people follow them and engage with them. The content presented both by influencers, and their followers has some specific features. The COVID-related content presented by so-called "responsible influencers" is clear and understandable, inclusive, forceful, decisive, direct, and honest, evidence-based, but also humorous and emotional at the same time.

PRACTICAL IMPLICATIONS: There is an urgent need to investigate the influencers' role and effectiveness in critical social campaigns. The results of the research can be used in cooperation with influencers when planning social movements.

ORIGINALITY/VALUE: According to the author's best knowledge, the paper is the first one that uses the qualitative content analysis method to investigate and assess influencers' engagement in social campaigns.