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Full-Text Articles in Economic Theory
The Coronavirus Pandemic And Participation In The Influencer Economy, Emma Grace Richbourg
The Coronavirus Pandemic And Participation In The Influencer Economy, Emma Grace Richbourg
Honors Theses
The 2019 coronavirus pandemic, also referred to as the COVID-19 pandemic, altered day-to-day life and has effected the economy quite notably. The aim of this paper is to determine to what extent the COVID-19 pandemic altered consumer behavior and whether these alterations encouraged participation in the influencer economy, which represents social media influencers who create and monetize online content. In order to do so, I administered a survey to 250 respondents to evaluate the reach of influencers during the pandemic and whether social media users felt the presence of influencers was an effective marketing technique. I also conducted an analysis …