Exploring opportunities and challenges in promoting interethnic tolerance as a social good through virtual influencers

Abstract

Purpose

This paper aims to understand how virtual influencers (VIs) can promote interethnic tolerance, online, among youth as a social good.

Design/methodology/approach

This paper conducted qualitative research using interpretive analysis with RTA (Reflexive Thematic Analysis) on data collected through focus groups.

Findings

This paper revealed that the quality of the VI’s content is a leading factor influencing VI's ability to promote interethnic tolerance, but creating content that is constantly authentic, appealing and inclusive to diverse ethnic groups in a particular context is challenging.

Research limitations/implications

The study has some limitations related to the specific context on which it is focused and therefore transferring the findings to different contextual conditions requires caution, and also can be extended with positivist validation.

Practical implications

Findings from our study can drive future projects where real VI artifacts will play the role of a mediator in building strong relational trust among youth belonging to different ethnic groups. The findings indicate that VIs can be effectively used to foster interethnic tolerance if involve diverse team members who understand the ethnic culture deeply and social media experts, to create high-quality content to overcome some limitations.

Social implications

VIs can be used as social interventions to promote interethnic tolerance and to reduce prejudices and anxiety in online youth communication.

Originality/value

To the best of the authors’ knowledge, no known studies investigated the potential of VIs for promoting interethnic tolerance among ethnically diverse youth groups. Hence, this study paves the way for further refinement on using cutting-edge technology for social good, since it is highly challenging, often resulting in wasted money.

Citation

Levkov, N., Santa, M. and Kitanovikj, B. (2024), "Exploring opportunities and challenges in promoting interethnic tolerance as a social good through virtual influencers", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-01-2024-0033