Social and Behavioral Sciences Commons^™

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 …