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

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 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.

Suggested Citation

  • Josef Vodak & Lucia Cakanova & Miroslav Pekar & Martin Novysedlak, 2019. "Who is Influencer and How to Choose the Right One to Improve Brand Reputation?," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 17(2 (Summer), pages 149-162.
    • Handle: RePEc:mgt:youmgt:v:17:y:2019:i:2:p:149-162
    DOI: 10.26493/1854-6935.17.149-162
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    References listed on IDEAS

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    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; categorization of influencers; selection of influencer; brand 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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