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.

Reputational risk management of Influencer Marketing (IM) campaigns among Italian companies in 2019

Share of respondents
No protection measures24%
Code of Ethics subscription14%
Contractual terms62%
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Source

Release date

October 2019

Region

Italy

Survey time period

August to October 2019

Number of respondents

122 respondents

Special properties

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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Statistics on "Digital marketing in Italy"

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