The challenge of new gatekeepers for public relations. A comparative analysis of the role of social media influencers for European and Latin American professionals |
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| Institution: | 1. Mass Communication Department, Gulf University for Science and Technology, P.O. Box 7207 Hawally, 32093, Kuwait;2. Communication Department, University Rey Juan Carlos, Fuenlabrada, Spain;3. Edwin L. Artzt Dean and Professor of the School of Journalism and Communication, University of Oregon, Eugene, USA;4. Corporate Communication Department, University of Amsterdam, Amsterdam, the Netherlands;1. Indiana University, The Media School, Franklin Hall, Room M130F, 601 E. Kirkwood Ave., Bloomington, IN 47405, United States;2. San Diego State University, School of Journalism & Media Studies, 5500 Campanile Dr., San Diego, CA 92182-4561, United States;1. School of Journalism and Mass Communications, University of South Carolina, USA;2. School of Journalism and Mass Communications, University of South Carolina, 800 Sumter Street, Columbia, SC, 29208, USA;3. Department of Journalism and Mass Communications, Washington and Lee University, USA;4. Department of Strategic Communication, University of Miami, USA;1. Hong Kong Baptist University, Hong Kong;2. University of Texas at Arlington, United States;3. University of Maryland, United States |
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| Abstract: | Social media influencers (SMIs) have become a primary stakeholder group for communication professionals. However, this phenomenon still lacks a coherent body of theory and significant gaps exist in knowledge of how organisations perceive and identify them in the context of public relations, specially through empirical and cross-cultural studies. This comparative research includes European (n = 2710) and Latin American (n = 914) professionals working on different hierarchical levels, both in communication departments and agencies. Despite the massive implementation of social media channels, only a minority of Latin American and European professionals use specific strategies to identify and engage with SMIs. Practitioners prefer traditional identification indicators: personal reputation, the relevance of topics covered, and the quality of the content shared online. |
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| Keywords: | Social media influencers Comparative research Europe-Latin America Gatekeepers Public relations |
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