The Role of Prosumers in the Interactive and Digital Processes of Public Relations
Keyword(s):
Public relations describe strategic processes of relationship management that organizations that seek excellence promote with their stakeholders. The purpose of these processes is to generate and maintain a dialogic communication system through which to generate a climate of reciprocity based on the search for common interests, agreements, and expectations. Under this approach, this chapter analyzes the figure of the influencer as a new category of emerging stakeholder, an opinion leader 2.0 capable of generating a state of opinion in the digital community that transcends the general traditional public opinion, surpassing the traditional model two-step flow of communication.
1996 ◽
Vol 30
(12)
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pp. 69-84
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Keyword(s):
2019 ◽
Vol 4
(2)
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pp. 51-59
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2018 ◽
Vol 95
(4)
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pp. 1011-1032
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2017 ◽
Vol 16
(1)
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pp. 67-125
1980 ◽
Vol 26
(2)
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pp. 409-417