Rola influencerów w kształtowaniu wizerunku firmy na przykładzie Airbnb

Klaudyna Kowalska

Abstract

The 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.
Author Klaudyna Kowalska (WGM / KT)
Klaudyna Kowalska,,
- Department of Tourism
Other language title versionsThe Role of Influencers in Shaping the Image of Company on the Example of Airbnb
Journal seriesPrzedsiębiorczość i Zarządzanie, ISSN 1733-2486, e-ISSN 2543-8190, (0 pkt)
Issue year2019
VolXX
No2, cz. 1
Pages249-261
Publication size in sheets0.6
Keywords in Polishinfluencer, influencer marketing, wizerunek przedsiębiorstwa, Airbnb
Keywords in Englishinfluencer, influencer marketing, company’s image, Airbnb
URL http://piz.san.edu.pl/docs/e-XX-2-1.pdf
Languagepl polski
Score (nominal)5
Score sourcejournalList
ScoreMinisterial score = 5.0, 14-04-2020, ArticleFromJournal
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