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

doi:10.5585/exactaep.2022.20825

Authors

Breno Barros Telles do Carmo Universidade Federal Rural do Semi-Árido (UFERSA) / Mossoró, Rio Grande do Norte https://orcid.org/0000-0002-7506-7037
Pablo Picasso Morais de Medeiros Universidade Federal Rural do Semi-Árido (UFERSA) / Mossoró, Rio Grande do Norte https://orcid.org/0000-0002-0879-340X
Gabriela Colaço Correia Universidade Federal Rural do Semi-Árido (UFERSA) / Mossoró, Rio Grande do Norte https://orcid.org/0000-0001-9281-5829
Thomas Edson Espíndola Gonçalo Universidade Federal Rural do Semiárido (UFERSA) / Mossoró, Rio Grande do Norte https://orcid.org/0000-0003-4430-9547

DOI:

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

Keywords:

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

Abstract

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.

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Author Biographies

Breno Barros Telles do Carmo, Universidade Federal Rural do Semi-Árido (UFERSA) / Mossoró, Rio Grande do Norte

Professor of Industrial and Mechanical Engineering courses at Engineering Centre of Federal University of the Semi-Arid Region (UFERSA), Brazil. Professor of Ambient, Technology and Society (PPGATS) and Cognition, Technology and Institutions (PPGCTI) master programs. Head of Engineering and Environmental Sciences Department (DECAM). Head of Healthcare Operations Management research group (GOSS). Consultant for evaluation of undergraduate courses (INEP/MEC), Brazil. Member of SLCAlliance for revisions of SLCA Guidelines (UNEP). Bachelor in Industrial Engineering from Federal University of Ceará (UFC), with a stage at Porto University (UP), Portugal, (2003-2007), supported by UP scholarship. Master degree in Transportation Engineering from Federal University of Ceará (2008-2009), supported by Capes scholarship. Ph.D in Industrial Engineering (Department of Mathematics and Industrial Engineering) from École Polytechnique de Montréal (2013-2017), Université de Montréal, Canada, supported by Capes scholarship, with a stage at Université Libre de Bruxelles (ULB), Belgium. The research themes are focused on sustainability, life cycle assessment, decision-making, healthcare operations, transportation and engineering education.

Pablo Picasso Morais de Medeiros, Universidade Federal Rural do Semi-Árido (UFERSA) / Mossoró, Rio Grande do Norte

Possui graduação em Engenharia de Produção pela Universidade Federal Rural do Semi-Árido (2019) e graduação em Ciência e Tecnologia pela Universidade Federal Rural do Semi-Árido (2017).

Gabriela Colaço Correia, Universidade Federal Rural do Semi-Árido (UFERSA) / Mossoró, Rio Grande do Norte

Possui graduação em Engenharia de Produção pela Universidade Federal Rural do Semi-Árido (2019) e graduação em Ciência e Tecnologia pela Universidade Federal Rural do Semi-Árido (2017).

Thomas Edson Espíndola Gonçalo, Universidade Federal Rural do Semiárido (UFERSA) / Mossoró, Rio Grande do Norte

Engenheiro de Produção pela Universidade Federal do Vale do São Francisco (UNIVASF). Doutor e Mestre em Engenharia de Produção pelo Programa de Pós-Graduação em Engenharia de Produção (PPGEP) da Universidade Federal de Pernambuco. Atuei como Analista e Gerente de Logística nas Lojas Americanas S/A, atuando na área de gestão de Centro de Distribuição. Atualmente Professor Adjunto do curso de Engenharia de Produção da Universidade Federal Rural do Semi-Árido (UFERSA), campus Mossoró-RN. Realizo pesquisas na área de Pesquisa Operacional, especificamente na área de Apoio à tomada de decisão multicritério, tomada de decisão em grupo e negociação, com aplicações voltadas para procurement, gestão de recursos hídricos e gestão pública.

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