Abstract:
The research study investigated the impact of social media influencers in changing public health opinion with regard to Covid-19. It focused specifically on whether influencers’ audiences are receptive to the messages shared and take action. The study sought to find out whether those messages played a role in changing public perceptions. The study used a mixed method approach which consisted of interviews with four local influencers as well as a questionnaire imploring on respondents whether Covid-19 messages posted by influencers played a role in their decision-making concerned how they treated Covid-19. Study findings revealed that most respondents indicated that social media influences them to some extent. Overall findings showed that Covid-19 content posted by influencers were impactful in making the audiences aware and by providing useful information that aided respondents in taking Covid-19 more seriously.
Description:
A research project report submitted in partial fulfilment of the requirements for the degree of Bachelor of Arts in Media Studies (Honours) to the University of Namibia, Faculty of Education and Human Sciences, Department of Social Sciences
