Influencer relations: the new paradigm of public relations
Adi Sumandiyar,
Juan Carlos M. Smith,
Zulfia Hanum Alfi Syahr
et al.
Abstract:Digitalisation has become an integral part of people's daily lives, particularly with the significant impact of the COVID-19 pandemic. In the past, Public Relations (PR) primarily focused on public branding, catering mostly to a select audience. However, the rise of Digital Uses and Gratifications has led to a transformation in media dynamics, giving rise to a new paradigm known as Corporate Communications and Influencer Marketing. In this research, AI Machine learning and Pattern Analysis was employed to exam… Show more
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