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Influencer Marketing as a Modern Phenomenon in Reputation Management

Author

Listed:
  • 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)

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.

Suggested Citation

  • Josef Vodak & Lucia Cakanova & Miroslav Pekar & Martin Novysedlak, 2019. "Influencer Marketing as a Modern Phenomenon in Reputation Management," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 17(3 (Fall)), pages 211-220.
    • Handle: RePEc:mgt:youmgt:v:17:y:2019:i:3:p:211-220
    DOI: 10.26493/1854-6935.17.211-220
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    References listed on IDEAS

    as
    1. Bernritter, Stefan F. & Verlegh, Peeter W.J. & Smit, Edith G., 2016. "Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism," Journal of Interactive Marketing, Elsevier, vol. 33(C), pages 27-42.
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    More about this item

    Keywords

    influencer marketing; social media; reputation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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