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.
Reputational risk management of Influencer Marketing (IM) campaigns among Italian companies in 2019
marketing and product, digital PR and social media professionals who launched IM campaigns in 2019
Supplementary notes
The companies under study operated in different sectors and were active on both national and international level. They were mainly PMI (51 percent), large enterprises (39 percent), start-up companies (seven percent) and non-profit organizations (3 percent).
The source does not specify the type of the survey.
This question was phrased by the source as follows: "Dopo aver scelto un influencer adotti delle misure preventive per tutelarti da possibili danni reputazionali?"
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Istituto europeo di design, & AKQA. (October 7, 2019). Reputational risk management of Influencer Marketing (IM) campaigns among Italian companies in 2019 [Graph]. In Statista. Retrieved December 25, 2024, from https://www.statista.com/statistics/1069749/reputational-risk-management-im-campaigns-in-italy/
Istituto europeo di design, und AKQA. "Reputational risk management of Influencer Marketing (IM) campaigns among Italian companies in 2019." Chart. October 7, 2019. Statista. Accessed December 25, 2024. https://www.statista.com/statistics/1069749/reputational-risk-management-im-campaigns-in-italy/
Istituto europeo di design, AKQA. (2019). Reputational risk management of Influencer Marketing (IM) campaigns among Italian companies in 2019. Statista. Statista Inc.. Accessed: December 25, 2024. https://www.statista.com/statistics/1069749/reputational-risk-management-im-campaigns-in-italy/
Istituto europeo di design, and AKQA. "Reputational Risk Management of Influencer Marketing (Im) Campaigns among Italian Companies in 2019." Statista, Statista Inc., 7 Oct 2019, https://www.statista.com/statistics/1069749/reputational-risk-management-im-campaigns-in-italy/
Istituto europeo di design & AKQA, Reputational risk management of Influencer Marketing (IM) campaigns among Italian companies in 2019 Statista, https://www.statista.com/statistics/1069749/reputational-risk-management-im-campaigns-in-italy/ (last visited December 25, 2024)
Reputational risk management of Influencer Marketing (IM) campaigns among Italian companies in 2019 [Graph], Istituto europeo di design, & AKQA, October 7, 2019. [Online]. Available: https://www.statista.com/statistics/1069749/reputational-risk-management-im-campaigns-in-italy/
