From employee to infuencer:

new communicative tasks?

Authors

  • Luis Mauro Sa Martino Faculdade Cásper Líbero
  • Carolina Frazon Terra Faculdade Cásper Líbero

DOI:

https://doi.org/10.5752/P.2237-9967.2023v12n21p35-56

Abstract

The article highlights the relevance of the digital influence subject into organizations. To this end, the text outlines some aspects of the construction of the employee-influencer within organizational communication, in conjunction with changes in the contemporary media environment. Through bibliographic research added to intentionally chosen examples, the concept of internal influencers is explored, as well as their possibilities, positive and negative examples, ways of acting and how the relationships between employers and employees are set. Three dimensions are highlighted: (1) the role of the employee-influencer in the organizational communication within the scope of digital culture; (2) the transformations in the split between the public and the private over professional relations and (3) cases of employees fired for commenting on social media and organizations that started building programs to encourage internal ambassadors formation.

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Author Biographies

Luis Mauro Sa Martino, Faculdade Cásper Líbero

Doutor em Ciências Sociais pela PUC-SP.

Professor do PPG em Comunicação da Faculdade Cásper Líbero

Carolina Frazon Terra, Faculdade Cásper Líbero

Professora do PPG em Comunicação da Faculdade Cásper Líbero

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Published

2023-03-25

How to Cite

MARTINO, Luis Mauro Sa; TERRA, Carolina Frazon. From employee to infuencer:: new communicative tasks?. Dispositiva, Belo Horizonte, v. 12, n. 21, p. 35–56, 2023. DOI: 10.5752/P.2237-9967.2023v12n21p35-56. Disponível em: https://periodicos.pucminas.br/dispositiva/article/view/29421. Acesso em: 28 oct. 2025.

Issue

Vol. 12 No. 21 (2023): Dossiê: Práticas e estratégias de comunicação organizacional no cenário pandêmico (jan/jun)

Section

DOSSIÊ Práticas e estratégias de comunicação organizacional no cenário pandêmico

License

Copyright (c) 2023 Luis Mauro Sa Martino, Carolina Frazon Terra

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