Geopolitical influencers: examining their role in shaping opinions on international conflicts

Purpose Geopolitical influencers are emerging as new category of powerful influencers in the realm of international politics who shape the opinions of their followers. This study aims to investigate the role of geopolitical influencers in engaging followers and identifying which forms of communication effectively stimulate broadcasting messages. Design/methodology/approach Through a social media content analysis on a sample of 1,400 posts from seven influencers on X addressing the Israeli–Palestinian conflict, the paper applies Johnson’s (2012) framework on public relations to classify three types of geopolitical influencers: “pure geopolitical influencers,” “supported geopolitical influencers” and “recommended geopolitical influencers.” The retweetability rate index was used to explore the effectiveness of the contents published by geopolitical influencers in engaging followers. Findings Geopolitical influencers hold significant sway over issues related to geographical power dynamics and state conflicts. The study highlights that “recommended geopolitical influencers” achieve a high number of views but are less effective at triggering interactions compared to “pure geopolitical influencers,” who have built credibility through empathetic and convincing content. Not all public relation strategies are effective: those based on sharing information, whether colloquial or formal, do not stimulate viral dynamics. Influencers who use persuasive messages, especially “pure influencers,” achieve greater engagement, influencing public opinion more effectively. Originality/value The paper contributes to a deeper understanding of the role of influencers in international politics and raises important questions about their relevance in the management of geopolitical conflicts. The paper explores the impact of different geopolitical influencers and the effectiveness of communication approaches on social media platforms.