Rola influencerów w kształtowaniu wizerunku firmy na przykładzie Airbnb
The Role of Influencers in Shaping the Image of Company on the Example of Airbnb

Summary/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 mediabased on the use of the potential of people perceived as influential (influencers) in orderto reach the largest possible audience. More over, 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.

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