PARTICIPATIVE MULTIPLE CRITERIA APPROACH FOR DIGITAL INFLUENCERS CHOICE

نویسندگان

چکیده

Social networks play an essential role in consumers' decision-making. In this sense, digital influencers are tools for better reaching the marketing objectives of organization. However, choosing influencer that represents company's image is a challenge departments. This type decision currently made intuitively and unstructured. research proposes participatory approach to support selection planning. The methodology structured five phases: (i) setting out list hypothetical potential influencers, (ii) defining criteria assess (iii) assessing performance each criterion, (iv) aggregating results obtain ideal portfolio (v) analysis method choice. was tested validated tourism company Brazil. As result, named were chosen proposed approach.

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ژورنال

عنوان ژورنال: Exacta

سال: 2022

ISSN: ['1983-9308', '1678-5428']

DOI: https://doi.org/10.5585/exactaep.2022.20825