Rola influencerów w kształtowaniu wizerunku firmy na przykładzie Airbnb
AbstractThe Internet has become an important place for the implementation of the company’s marketing strategy. Its important part is the use of social media in the communication process. By social media marketing businesses can effectively reach a wide range of consumers. Influencer marketing is a form of marketing communication in social media based on the use of the potential of people perceived as influential (influencers) in order to reach the largest possible audience. Moreover, influencers not only increase the brand’s popularity, but they also can influence on its image. The aim of the article is to determine the role of influencers in shaping the image of company.
|Other language title versions||The Role of Influencers in Shaping the Image of Company on the Example of Airbnb|
|Journal series||Przedsiębiorczość i Zarządzanie, ISSN 1733-2486, e-ISSN 2543-8190, (0 pkt)|
|No||2, cz. 1|
|Publication size in sheets||0.6|
|Keywords in Polish||influencer, influencer marketing, wizerunek przedsiębiorstwa, Airbnb|
|Keywords in English||influencer, influencer marketing, company’s image, Airbnb|
|Score||= 5.0, 14-04-2020, ArticleFromJournal|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.