La profesionalidad de los influencersSu imagen desde la perspectiva de las agencias de relaciones públicas

  1. Carmen Maiz-Bar
Journal:
Global Media Journal México

ISSN: 1550-7521

Year of publication: 2022

Volume: 19

Issue: 37

Pages: 41-57

Type: Article

DOI: 10.29105/GMJMX19.37-489 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Global Media Journal México

Abstract

Influencers are increasingly relevant in the communication of organizations. Their growing participation in promotion campaigns has boosted their image, while their visibility among the general public has grown. But, given that they are new actors who bring different elements and work methods to the communication arena, their fit in the traditional agencies may require some adjustments. This article addresses, specifically, the collaboration between influencers and public relations firms, and the consideration of their managers about the professionalism of this figure. In order to do that, studies carried out in recent years on these new players in the corporate communication processes, are reviewed first. Second, the results of two surveys, administered to public relations agencies in Spain and the United States, are analyzed in order to understand the current situation regarding their professionalization, opinions and future prospects in both countries. With the results of both methods, this paper intends to reveal the real repercussion of these new brand prescribers in the current communicative activity, presenting conclusions that could be useful, both for public relations professionals and for future research

Bibliographic References

  • btube (2022, May 3). El número de influencers profesionales en España ha crecido un 23%. Linkedin. https://bit.ly/3LJakZL
  • ADC – Asociación de Consultoras de Comunicación (2022). Socios. ADC. https://www.asociacionadc.org/socios/
  • Archer, C. (2019). Social media influencers, post-feminism and neoliberalism: How mum bloggers’ ‘playbour’ is reshaping public relations. Public Relations Inquiry, 8(2), 149–166. https://doi.org/10.1177/2046147x19846530
  • Autocontrol (2020). Código de conducta sobre el uso de influencers en la publicidad. Autocontrol. https://bit.ly/3DUAHKk
  • Bakker, D. (2018). Conceptualising influencer marketing. Journal of Emerging Trends in Marketing and Management, 1(1), 79-87. https://bit.ly/3rt7GhD
  • Borchers, N. S., & Enke, N. (2021). Managing strategic influencer communication: a systematic overview on emerging planning, organization, and controlling routines. Public Relations Review, 47(3). https://doi.org/10.1016/j.pubrev.2021.102041
  • Burclaff, N. (2019). Influencer marketing: a research guide. Library of Congress. https://guides.loc.gov/influencer-marketing
  • Campbell, C., & Rapp Farrell, J. (2020). More than meets the eye: the functional components underlying influencer marketing. Business Horizons, 63(4), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003
  • Castelló Martínez, A., & Del Pino Romero, C. (2015). La comunicación publicitaria con influencers. Redmarka. Revista De Marketing Aplicado, 1(14), 21-50. https://doi.org/10.17979/redma.2015.01.014.4880
  • Charest, F., Bouffard J., & Zajmovic, E. (2016). Public relations and social media: deliberate or creative strategic planning. Public Relations Review, 42(4), 530-538. https://doi.org/10.1016/j.pubrev.2016.03.008
  • Comunicare (s.f.). Agencias Relaciones Públicas. Comunicare. https://bit.ly/3r6rYgF
  • Darley, W., Blankson, C., & Luethge, D. (2010). Toward an integrated framework for online consumer behavior and decision making process: a review. Psychology and Marketing, 27(2), 94-116. https://doi.org/10.1002/mar.20322
  • Davies, C., & Hobbs, M. (2020). Irresistible possibilities: examining the uses and consequences of social media influencers for contemporary public relations. Public Relations Review, 46(5). https://doi.org/10.1016/j.pubrev.2020.101983
  • Enke, N., & Borchers, N. S. (2019). Social media influencers in strategic communication: A conceptual framework of strategic social media influencer communication. International Journal of Strategic Communication, 13(4), 261–277. https://doi.org/10.1080/1553118x.2019.1620234
  • García-Soria, J. (2015). Bases conceptuales y empíricas del nuevo consumidor digital: influencia de internet en el proceso de compra de teléfonos inteligentes [Doctoral dissertation, Universidad Complutense de Madrid]. https://eprints.ucm.es/id/eprint/40856/
  • Geyser, W. (2022, March 2). The state of influencer marketing 2022: benchmark report. Influencer Marketing Hub. https://bit.ly/3dOUW1y
  • Hudders L., De Jans S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327-375. https://doi.org/10.1080/02650487.2020.1836925
  • IAB Spain (2022). Libro blanco marketing de influencia. IAB Spain. https://bit.ly/3fkh447
  • Kaminer, M. (2022). The best PR firms in America 2022. Observer. https://bit.ly/3RaxNUV
  • Marín Dueñas, P. P., Serrano Domínguez, C., & Galiano Coronil, A. (2020). El influencer marketing y el proceso de compra en los estudiantes universitarios. In S. Liberal Ormaechea & L. Mañas Viniegra (Eds.), Las redes sociales como herramienta de comunicación persuasiva (pp. 91-106). McGraw-Hill.
  • Moreno, D. (2020, December 4). Ranking de las mejores agencias de RRPP en España. El Publicista https://bit.ly/3E4A00W
  • Murcia Amórtegui, P. (2022). Estudio de la inversión publicitaria en España 2022. Infoadex. https://bit.ly/3fkhoQn
  • Navarro, C., Moreno, A., Molleda, J., Khalil, N., & Verhoeven, P. (2020). The challenge of new gatekeepers for public relations. A comparative analysis of the role of social media influencers for European and Latin American professionals. Public Relations Review.
  • O’Dwyer PR (2022). Top PR firms – 2022 Firms Rankings. O’Dwyer PR. https://bit.ly/3xXDZZv
  • PRSA (2022). Find agencies, professionals & resources. PRSA. https://bit.ly/3xZ44az
  • PRvoke Media (2021). Global PR agency ranking. PRvoke Media. https://bit.ly/3Ce9eSP
  • Statista (2022). Influencer marketing spending in the United States. Statista. https://bit.ly/3ra5wmJ
  • Swant, M. (2020, October 27). America’s Best PR Agencies. Forbes. https://bit.ly/3M0oOop
  • Top Agencias (s.f.). Las 98 mejores agencias de relaciones públicas en España. Top Agencias. https://bit.ly/3SDNGo2
  • Top Comunicación (2022, February 28). Mapa de las multinacionales de RR.PP. en España. Top Comunicación. https://bit.ly/3raYJZT
  • Tworzydło, D., Zyczynski, N., & Wadja, M. (2019). Influencers as support for public relations campaigns. Marketing of Scientific and Research Organizations, 31(1), 131-150. https://doi.org/10.2478/minib-2019-0016
  • Vilajoana-Alejandre, S., Rom-Rodríguez, J., & Miotto, G. (2019). Retos de la autorregulación publicitaria ante los riesgos jurídicos y éticos del marketing de influencers. Revista Mediterránea de Comunicación. 10(2), 115-129. https://doi.org/10.14198/medcom2019.10.2.15
  • Van Driel, L., & Dumitrica, D. (2021). Selling brands while staying “authentic”: the professionalization of Instagram influencers. Convergence: The International Journal of Research into New Media Technologies, 27(1), 66–84. https://doi.org/10.1177/1354856520902136
  • Villena, E. (2018). El influencer de moda como sujeto de relaciones públicas: recursos y herramientas. Redmarka: Revista Académica de Marketing Aplicado, 1(22), 115-128. https://doi.org/10.17979/redma.2018.01.022.4938
  • We Are Social & Hootsuite (2022). Digital 2022 Global Overview Report. We Are Social. https://bit.ly/3RgJQjv
  • Wolf, K., & Archer, C. (2018). Public relations at the crossroads: the need to reclaim core public relations competencies in digital communication. Journal of Communication Management, 22(4), 494–509. https://doi.org/10.1108/jcom-08-2018-0080
  • Yuan, Y. & Constine, J. (2022). How many creators are there? SignalFire. https://signalfire.com/blog/creator-economy/
Data source: Dialnet