PARTICIPATIVE MULTIPLE CRITERIA APPROACH FOR DIGITAL INFLUENCERS CHOICE

Breno Barros Telles do Carmo, Pablo Picasso Morais de Medeiros, Gabriela Colaço Correia, Thomas Edson Espíndola Gonçalo

Resumo


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

Palavras-chave


Digital influencers; multicriteria approach; digital marketing; decision making; marketing planning.

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Referências


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

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