Social media is expected to have a growing impact on the corporate reputation of organizations. Various social media actors referred to as social media influencers can have a particular impact on corporate reputation. It is important for organizations to identify these actors and understand how to interact with them in order to safeguard the organizational reputation. In this study, based on extensive literature review and a Delphi study, we constructed a model for the identification of the social media influencers; the ‘social media corporate reputation influencers model’. The Delphi study shows that the model is suitable for the identification of social media influencers by identifying the main indicators for determining and predicting the influence within the social media. Based on the Delphi study amongst social media marketing professionals, we conclude that social media has an impact on corporate reputations.
|Title of host publication
|Organisational and strategic communication research: European perspectives
|Gisela Gonçalves, Ian Somerville, Ana Melo
|Place of Publication
|Number of pages
|Published - 2013