Social Media Influencer and Corporate Brand Reputation—An Experimental Study

Abstract

The fundamental role of marketing has been to spread positive word of mouth about not only the brand but also create a positive image of the firm backing it. Online media powerhouses (SMIs) are currently a huge component in associations’ showcasing blend. In any case, there has been little consideration paid to how SMIs may change the way people process a business commercial intended to enhance corporate reputation. As an extension to earlier research, this experimental study investigates the use of social media influencers in improving the corporate reputation or firm’s image. In this study, there are two groups (control group and experimental group) of over 125 subjects each. The study used the two-way multivariate analysis of covariance (MANCOVA) and multiple linear regression. It was found that advertisements introduced by the SMI have reduced the persuasion knowledge but did not influence the attitude towards the message. This study will help marketers to appropriately embed SMI in their communication strategy not only to help their product or service brand but also the firm backing up.