A Lead or a Dread?: Employee Influencer as Brand Co-Creator

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Author(s): Saloni Devi (University of Jammu, India)and Garima Kohli (University of Jammu, India)
Copyright: 2023
Pages: 13
Source title: Influencer Marketing Applications Within the Metaverse
Source Author(s)/Editor(s): Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Sikandar Ali Qalati (School of Business, Liaocheng University, Shandong, China)and Aziza Chakir (Faculty of Law, Economics and Social Sciences, Hassan II University, Casablanca, Morocco)
DOI: 10.4018/978-1-6684-8898-0.ch015

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

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Abstract

This research is situated at the intersection of three contemporary trends: employees' influence within the internal branding and brand value co-creation process; organizations' use of social media to build their brands; and employees' roles as influencers whereby they voice their opinions, post work-related content on social media, and express their perceptions of their employer's brand and influence consumers via social media. Further, it is based on extensive review of the literature to get deep knowledge of an interaction between employee influencer and brand co-creation. This piece of research will be valuable for academicians, managers, and scholars as well as for those who are looking to have an understanding of employee as influencers of firm.

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A Lead or a Dread?: Employee Influencer as Brand Co-Creator

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