Overcoming stakeholder social media fatigue: a trialogue approach

摘要

Fostering meaningful vicarious interactions and strengthening parasocial relationships among corporations, influencers provide value to stakeholders through their content. This enables stakeholders who experience social media fatigue to engage with corporate communications with reduced overload and emotional drainage as a result of the social media environment. Parasocial content strategy, emphasizing message relevance and trust, serves to promote commitment and closeness to a brand/corporation or influencer. The fact that it would not require direct interactions between stakeholders and the corporations, which helps alleviate the overall social media overload situation and allows individuals breathing space online to cope with emotional exhaustion and tedium. Marketing managers and corporate communications should consider influencers' self-disclosure and engagement with followers when making contract decisions. Brand/corporate accounts may benefit from fostering parasocial relationships with their stakeholders by applying the concepts discussed regarding influencers to the brand account content strategy. In sum, corporate social strategies incorporating vicarious interactions and enabling the corporation-influencer-stakeholder trialogue will help reenergize stakeholders and enhance the effectiveness of overall corporate communication effectiveness.