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

• Published in: Managing global transitions Vol. 17; no. 2; pp. 149 - 162
• Main Authors: Josef Vodak, Lucia Cakanova, Miroslav Pekar, Martin Novysedlak
• Format: Journal Article
• Language: English
• Published: University of Primorska 01-07-2019
• Subjects: brand reputation; categorization of influencers; influencer; selection of influencer
• ISSN: 1581-6311; 1854-6935
• DOI: 10.26493/1854-6935.17.149-162

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.