Influencer Marketing as a Modern Phenomenon in Reputation Management

Abstract

The aim of the paper is to familiarize with the latest trends in the field of marketing communication. We can assume that the use of new forms of promotion is growing through the social media, leading to the challenge of competing for consumer attention. The evolving influencers community has significant power over brand and company perception, therefore it can largely affect its reputation. These new capabilities require communications professionals who strive for continuous collaboration with target customers through the various social web channels.