Abstract
Social networks play an essential role in consumers' decision-making. In this sense, digital influencers are tools for better reaching the marketing objectives of an organization. However, choosing the digital influencer that better represents the company's image is a challenge for marketing departments. This type of decision is currently made intuitively and unstructured. This research proposes a participatory approach to support the selection of digital influencers in marketing planning. The methodology is structured in five phases: (i) setting out a list of hypothetical potential digital influencers, (ii) defining the criteria to assess the potential digital influencers, (iii) assessing the performance of the potential digital influencers in each criterion, (iv) aggregating the results to obtain the ideal portfolio and (v) analysis of the method results and influencer choice. The approach was tested and validated in a tourism company in Brazil. As a result, the potential digital influencers named were chosen in the proposed approach.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
