Show simple item record

dc.contributor.authorReinikainen, Hanna
dc.contributor.authorLaaksonen, Salla-Maaria
dc.contributor.authorPöyry, Essi
dc.contributor.authorLuoma-aho, Vilma
dc.contributor.editorNiininen, Outi
dc.date.accessioned2023-03-14T08:47:19Z
dc.date.available2023-03-14T08:47:19Z
dc.date.issued2023
dc.identifier.citationReinikainen, H., Laaksonen, S.-M., Pöyry, E., & Luoma-aho, V. (2023). Conquering the Liminal Space : Strategic Social Media Influencer Communication in the Finnish Public Sector During the COVID-19 Pandemic. In O. Niininen (Ed.), <i>Social Media for Progressive Public Relations</i> (pp. 161-175). Routledge. <a href="https://doi.org/10.4324/9781003177791-15" target="_blank">https://doi.org/10.4324/9781003177791-15</a>
dc.identifier.otherCONVID_150956432
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/86008
dc.description.abstractPublic sector organisations have traditionally used mass media and their own communication channels to communicate urgent matters to citizens. However, the COVID-19 pandemic has forced these organisations to look for new communication approaches. In Finland, several public-sector organisations collaborated with social media influencers (SMIs) to maximise their efforts in communicating about the measures needed to constrain the spread of the virus. Using a multiple-case study design, this chapter scrutinises four public-sector organisations and their collaboration with SMIs during the pandemic in 2020. We found that public organisations turned to SMIs through influencer marketing and influencer public relations to approach citizens in a personalised and emotional way to create a sense of community. This finding suggests expanding the previous categorisations of public communication campaigns and examining not only the purposes of the campaigns (behaviour change—policy change) but also their main appeal to citizens (information-centric—emotion-centric). While the campaigns appeared as efforts towards controlling the risks of the prevailing pandemic, they also appeared to entail possible risks.en
dc.format.extent270
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofSocial Media for Progressive Public Relations
dc.rightsIn Copyright
dc.titleConquering the Liminal Space : Strategic Social Media Influencer Communication in the Finnish Public Sector During the COVID-19 Pandemic
dc.typebookPart
dc.identifier.urnURN:NBN:fi:jyu-202303142162
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineViestinnän johtaminenfi
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineCorporate Communicationen
dc.type.urihttp://purl.org/eprint/type/BookItem
dc.relation.isbn978-1-032-01233-9
dc.type.coarhttp://purl.org/coar/resource_type/c_3248
dc.description.reviewstatuspeerReviewed
dc.format.pagerange161-175
dc.type.versionacceptedVersion
dc.rights.copyright© 2023 selection and editorial matter, Outi Niininen; individual chapters, the contributors
dc.rights.accesslevelopenAccessfi
dc.subject.ysojulkinen sektori
dc.subject.ysoorganisaatiot
dc.subject.ysososiaalinen media
dc.subject.ysovaikuttaminen
dc.subject.ysoCOVID-19
dc.subject.ysovaikuttavuus
dc.subject.ysoyhteisöviestintä
dc.subject.ysopandemiat
dc.subject.ysotiedotus
dc.subject.ysosomevaikuttajat
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p7104
jyx.subject.urihttp://www.yso.fi/onto/yso/p272
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p1657
jyx.subject.urihttp://www.yso.fi/onto/yso/p38829
jyx.subject.urihttp://www.yso.fi/onto/yso/p1655
jyx.subject.urihttp://www.yso.fi/onto/yso/p26123
jyx.subject.urihttp://www.yso.fi/onto/yso/p10121
jyx.subject.urihttp://www.yso.fi/onto/yso/p35
jyx.subject.urihttp://www.yso.fi/onto/yso/p39307
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.4324/9781003177791-15
dc.type.okmA3


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record

In Copyright
Except where otherwise noted, this item's license is described as In Copyright