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What is Digital Influence

Navigating Digital Communication and Challenges for Organizations
The capacity to impact and motivate actions regarding decisions, ideas, and ideologies using social media platforms.
Published in Chapter:
The Digital Influence Ecosystem and Its Relation to Organizational Communication: Characterizations, Possibilities, and Best Practices
Carolina Frazon Terra (Cásper Líbero University, Brazil)
Copyright: © 2022 |Pages: 19
DOI: 10.4018/978-1-7998-9790-3.ch002
The digital influencer market has been growing by significant numbers year after year (data from the Influencer Marketing Hub predicts USD $16.4 billion by the end of 2022). In a post-coronavirus pandemic landscape, organizations have relied more on digital influencers to reach their audiences on digital social platforms, as shown by the results of the ROI & Influence 2021 Survey by YouPix (71% of companies consider influencer marketing important in their communication strategies and intend to increase investment in that area). This chapter discusses the ecosystem that makes up digital organizational influence and its possibilities and shows its correlation with organizational communication. It compares the organizational communication with the integrated communication composite by the Brazilian researcher Margarida Kunsch and explores how organization influence fits into each of the diagram's communication pillars: internal, market, and institutional.
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