Who is Influencer and How to Choose the Right One to Improve Brand Reputation?

Josef Vodak, Lucia Cakanova, Miroslav Pekar and Martin Novysedlak
Additional contact information
Josef Vodak: University of Zilina, Slovakia
Lucia Cakanova: University of Economics in Bratislava, Slovakia
Miroslav Pekar: University of Economics in Bratislava, Slovakia
Martin Novysedlak: University of Economics in Bratislava, Slovakia

Managing Global Transitions, 2019, vol. 17, issue 2 (Summer), 149-162

Abstract: The aim of the paper is to provide insight on the emerging community of influencers, which is largely driven by the high impact of social media, has significant power over the perception of brands and companies. These new capabilities require communications professionals who strive for continuous collaboration with target customers through the various social web channels. The paper processed influencers in a well-arranged way, describes its factors and common features for their classification. It describes the main attributes in influencer selection and identification.

Keywords: influencer; categorization of influencers; selection of influencer; brand reputation (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.hippocampus.si/ISSN/1854-6935/17.149-162.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mgt:youmgt:v:17:y:2019:i:2:p:149-162

Ordering information: This journal article can be ordered from
http://www.mgt.fm-kp.si

DOI: 10.26493/1854-6935.17.149-162

Access Statistics for this article

Managing Global Transitions is currently edited by Jana Hojnik

More articles in Managing Global Transitions from University of Primorska, Faculty of Management Koper Contact information at EDIRC.
Bibliographic data for series maintained by Alen Jezovnik ().