Investigating the impact of Namibian social media influencers in changing public health opinion: A covid-19 case study

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.