The Role of Influencers Journalists in Media Companies

Their Value, Power and Economic Conditions

DOI: https://doi.org/10.5209/esmp.70266
Keywords: Influencers, Value, Media Companies, Corporate Reputation, Audience

Abstract

The most important journalists who work in the most relevant media in our country have a visible ability to engage the audience, thanks to their personal brand. Additionally, through their profiles on social networks, they are influencers with credibility. Therefore, they are bearers of the brand of the media company with which they have a contractual relationship. Observed by the relevance of corporate reputation, the aim of this paper is to analyse the importance of these journalist-influencers in the brand identity for their groups as well as response to the know-how and the know why of the media business.

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Author Biographies

María José Pérez Serrano, Universidad Complutense de Madrid

Licenciada en Periodismo; doctora en Ciencias de la Información; Premio Extraordinario de Doctorado y MBA, con la especialidad de Gestión Financiera. Especialista en gestión, organización y dirección de empresas informativas, está acreditada por la ANECA como Profesora Titular; cuenta con el Certificado I3 y tiene un sexenio de investigación. Pertenece al Departamento Periodismo y Comunicación Global de la Facultad de Ciencias de la Información de la Universidad Complutense de Madrid. Además, es coordinadora de la sección Periodismo y Nuevos Medios de la AE-IC.

José Vicente García Santamaría, Universidad Carlos III de Madrid

Profesor Titular del Departamento de Comunicación de la Universidad Carlos III de Madrid donde ha sido director del Máster de Comunicación Corporativa. Ha ejercido como consultor en marketing y comunicación, y trabajado para el Instituto de Crédito Oficial (ICO) y BBVA. Sus últimos libros son: Los grupos multimedia españoles: análisis y estrategias (2016) y Las nuevas fronteras de la comunicación corporativa (2019).

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Published
2021-01-20
How to Cite
Pérez Serrano M. J. y García Santamaría J. V. (2021). The Role of Influencers Journalists in Media Companies: Their Value, Power and Economic Conditions. Estudios sobre el Mensaje Periodístico, 27(1), 399-408. https://doi.org/10.5209/esmp.70266
Issue
Vol. 27 No. 1 (2021): Monográfico: Periodismo de Migraciones
Section
Miscelánea

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