Identification of influence within the social media

Wouter Bernardus Vollenbroek, Sjoerd A. de Vries, Efthymios Constantinides

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Abstract

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.
Original languageEnglish
Title of host publicationOrganisational and strategic communication research: European perspectives
EditorsGisela Gonçalves, Ian Somerville, Ana Melo
Place of PublicationCovilha
PublisherLivros LabCom
Pages119-142
Number of pages24
ISBN (Print)978-989-654-115-6
Publication statusPublished - 2013

Publication series

Name
PublisherLivros LabCom

Keywords

  • IR-87961
  • METIS-299069

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    Vollenbroek, W. B., de Vries, S. A., & Constantinides, E. (2013). Identification of influence within the social media. In G. Gonçalves, I. Somerville, & A. Melo (Eds.), Organisational and strategic communication research: European perspectives (pp. 119-142). Covilha: Livros LabCom.