Reputational risk management of IM campaigns among Italian companies 2019
The adoption of Influencer Marketing (IM) campaigns became very popular among Italian companies during 2019. Nevertheless, it was found that only 14 percent of the firms under study asked the influencer to subscribe a so called Code of Ethics before starting a collaboration. Moreover, 24 percent of the respondents asserted that they did not adopt any measure to protect the company's reputation.