Influencer Marketing as a Modern Phenomenon in Reputation Management

Josef Vodak, Lucia Cakanova, Miroslav Pekar and Martin Novysedlak
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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 3 (Fall), 211-220

Abstract: The aim of the paper is to familiarize with the latest trends in the field of marketing communication. We can assume that the use of new forms of promotion is growing through the social media, leading to the challenge of competing for consumer attention. The evolving influencers community has significant power over brand and company perception, therefore it can largely affect its reputation. These new capabilities require communications professionals who strive for continuous collaboration with target customers through the various social web channels.

Keywords: influencer marketing; social media; reputation (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2019
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DOI: 10.26493/1854-6935.17.211-220

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