*Lisa Adhrianti, Dita Verolyna and Intan Kurnia Syaputri

Abstract:

The emergence of the novel coronavirus at the end of 2019 significantly affected the whole world, including Indonesia. The way of life and socialising were drastically changed where new practices such as washing hands frequently, maintaining distance, using masks and staying confined at home became the norm. As an Asian country that is inherently collectivistic, the Indonesian society is certainly not used to being individualistic. Social restrictions certainly have had a significant impact on the lives of Indonesians who uphold social values highly. Thus, it is pertinent to help the community understand these restrictions so as not to cause misperceptions and panic. This paper looks at influencers and their role in educating society during the COVID-19 pandemic, using data from literature. The collected data were categorised and analysed using data triangulation and supporting theories. Research findings show the role of influencers as an extension of the government in educating the public, using persuasive communication, to increase awareness or drive changes in public behaviour towards a healthy lifestyle in the midst of a pandemic.

Keywords: Influencers, persuasive communication, Instagram, COVID-19, pandemic, new media, coronavirus