Warianty tytułu
Języki publikacji
Abstrakty
Influeners are becoming an increasingly popular communication tool thanks to which a company can gain a lot. Influencer, by being authentic, builds strong relationships with the group of its recipients. Companies that invite such people to their campaigns may influence the increase of sales volume, increase of brand recognition, and the involvement of consumers in the company's activities. However, choosing an influencer is not a simple task. The article presents the definition of the influencer concept, activities to be performed by selecting an influencer and examples on the Polish market of the use of influencers in company activities. The aim of the article is to show that influencers can be an effective tool of communication between a company and a group of consumers, and influence the building of relationships.(author's abstract)
Słowa kluczowe
Czasopismo
Rocznik
Numer
Strony
23--30
Opis fizyczny
Twórcy
autor
- Uniwersytet Szczeciński
Bibliografia
- 10 campaign in the blogosphere. Travel industry (2017). Retrieved from: https://www.whitepress.pl/baza-wiedzy/425/10-kampaniiw- blogosferze-branza-podroznicza.
- Knowledge base (2016). Retrieved from: https://www.whitepress.pl/baza-wiedzy/influencer-marketing.
- Górecka, P. (2017). How to choose influencers - is only the range only important? Retrieved from: https://www.whitepress.pl/ baza-wiedzy/536/jak-wybrac-influencerow-%E2%80%93-czy-liczy-sie-tylko-zasieg.
- Kawalec, B. (2016). Kim jest Influencer? Po zasięgach i charyzmie ich poznacie. Retrieved from: https://www.whitepress.pl/ baza-wiedzy/275/kim-jest-influencer-po-zasiegach-i-charyzmie-ich-poznacie.
- Nowak, J. (2017). Influence influencer. Like the YouTube stars, they make marketing for large companies. Retrieved from: https://www. forbes.pl/przywodztwo/influencer-marketing-influencerzy-i-youtuberzy-jako-narzedzie-marketingowe/zmbg0p5.
- Przybylski, M. (2017). Influencers - between truth and creation. Retrieved from: http://www.proto.pl/wywiady/influencerzy-miedzyprawda- kreacja.
- 50 campaigns with digital influencers that have taken over the blogosphere (2016) Retrieved from: https://www.whitepress.pl/ baza-wiedzy/434/50-kampanii-z-udzialem-digital-influencerow-ktore-zawladnely-blogosfera.
- Makuch, K. (2018). Microinfluences in advertising campaigns in 2018 - selection criteria, ideas for cooperation, settlement and measurement of effects. Social Media Manager, 1 (4).
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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