Mapping and leveraging influencers in social media to shape corporate brand perceptions

TitleMapping and leveraging influencers in social media to shape corporate brand perceptions
Publication TypeJournal Article
Year of Publication2011
AuthorsBooth, N, Matic, JA
JournalCorporate Communications: An International Journal
Abstract

The emerging new influencer community is wielding significant power over the perceptions of brands and companies, largely driven by the rapid expansion of social media channels through which influencers communicate. The “nobodies” of the past are now the new “somebodies” demanding the attention of communication professionals who seek continuous engagement with targeted consumers throughout the various channels of the social web. The purpose of this paper is to present a means of identifying these new “somebodies”.

URLhttps://www.emerald.com/insight/content/doi/10.1108/13563281111156853/full/html
DOI10.1108/13563281111156853