Theorizing The Technical Expert Influence In Corporate Crisis Communication

Abstract

This paper introduces the Technical Expert Micro-Influencer Model (TEMIM), explaining how technical experts operating as digital micro-influencers influence outcomes during complex technical crises. Using the Boeing 737 MAX crisis (2018-2020) as a case study, we analyze 61 documents through systematic coding and temporal analysis. Three primary mechanisms influence stakeholder understanding: expertise validation processes, digital engagement dynamics, and crisis interpretation activities. These operate across temporal phases and interact with organizational responses and network effects. While this case provides rich context, additional studies across different industries would strengthen generalizability. Future research should explore how technical micro-influencer dynamics vary across different crisis types. Organizations should develop expertise integration protocols acknowledging the evolving influence of technical experts throughout crisis phases. TEMIM extends crisis communication theory by explaining how technical expertise functions as a form of crisis influence when organizational credibility faces challenges and technical complexity requires expert interpretation.