A1 Journal article (refereed)
When Social Media Influencers go Political : An Exploratory Analysis on the Emergence of Political Topics Among Finnish Influencers (2022)

Suuronen, A., Reinikainen, H., Borchers, N. S., & Strandberg, K. (2022). When Social Media Influencers go Political : An Exploratory Analysis on the Emergence of Political Topics Among Finnish Influencers. Javnost : The Public, 29(3), 301-317. https://doi.org/10.1080/13183222.2021.1983367

JYU authors or editors

Publication details

All authors or editors: Suuronen, Aleksi; Reinikainen, Hanna; Borchers, Nils S.; Strandberg, Kim

Journal or series: Javnost : The Public

ISSN: 1318-3222

eISSN: 1854-8377

Publication year: 2022

Publication date: 12/11/2021

Volume: 29

Issue number: 3

Pages range: 301-317

Publisher: Routledge

Publication country: Slovenia

Publication language: English

DOI: https://doi.org/10.1080/13183222.2021.1983367

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/78655

Abstract

Social media influencers are often understood as non-political actors who, due to the impact they exert on their followers’ purchase decisions and brand attitudes, play an important role in marketing and branding. In recent years, various influencers have addressed political issues during important political events such as elections. This political aspect of social media influencing has not received much scholarly interest thus far. In one of the first exploratory studies on the topic, we surveyed over one hundred Finnish influencers and investigated the degree to which they engaged with political topics. Our results show that political topics are commonly brought up among Finnish influencers. However, many influencers also deliberately avoid addressing them because they fear what comments and conversations these topics could generate and that they could personally be targeted by aggressive internet commentators. Nevertheless, based on our findings, we argue that the digital spaces maintained by influencers can constitute a new kind of third space where the emergence of political topics can have a greater impact on the political behaviour of influencers’ followers.

Keywords: social media; influencing; politics; people with societal influence; political communication; branding; survey research

Free keywords: social media influencers; political communication; political third spaces; self-branding; survey

Contributing organizations

Related projects

Ministry reporting: Yes

VIRTA submission year: 2022

JUFO rating: 1