Abstract: This study analysed strategic influencer communication in crisis management, with a focus on AMREF Health Africa Kenya. The research was motivated by the increasing reliance on digital platforms during crises and the critical role influencers play in shaping public trust, engagement, and behavioural responses within the health sector. While social media influencers are widely used across industries, limited understanding remains regarding how specific influencer message strategies contribute to crisis management outcomes in non-profit organisations. Anchored in Situational Crisis Communication Theory, Social Influence Theory, and Rhetorical Arena Theory, the study adopted a descriptive research design and employed a mixed-methods approach. Data were collected through quantitative content analysis of 105 influencer-led social media posts and surveys administered to 381 social media users, alongside qualitative insights from crisis management professionals. Quantitative data were analysed using descriptive and inferential statistics, while qualitative data were analysed thematically. The findings revealed a significant positive relationship between influencer message strategies and crisis management outcomes. Emotional and instructive message strategies were most impactful in fostering empathy, trust, and behavioural responses. Content analysis showed that emotional storytelling was the most frequently utilised strategy, while informative and instructive approaches enhanced clarity and action during health-related crises. Regression analysis confirmed that message strategies significantly predicted crisis management effectiveness, explaining 25% of the variance in outcomes. The study concludes that carefully designed influencer message strategies play a significant role in effective crisis management and recommends the adoption of blended emotional, informative, and instructive messaging to enhance trust, clarity, and public response in non-profit health communication contexts.
Muchoki et al. (Tue,) studied this question.