Influencerzy cyfrowi i ich rola w działaniach promocyjnych organizacji
Digital Influencers and their Role in the Organizations` Promotional Activities

Summary/Abstract: The paper is devoted to the new trend emerging in the area of promotional activities of organizations operating in electronic space i.e. utilization of digital influencers. The notion of digital influencer means a person who runs a blog, has a profile on Facebook, Instagram, YouTube, Snapchat or other social networking site and is able, by his own activity, to influence on a group of at least few hundred people. The significance of digital influencers permanently grows in the context of lowering effectiveness of the functioning of the digital advertising ecosystem. It is connected with such aspects as development of ad-blocking phenomenon or the fact that a large part of resources spent by organizations on advertisingis expended from the system through various forms of fraud and through the ad fraud ecosystem. The paper consists of two main parts i.e. the theoretical one based on analysis of various types of reports devoted to digital influencers as well as influencer marketing phenomenon and the research. The second one has been realized basing on utilization of CAWI method. The research was conducted on a group of Internet users belonging to so called Generation Z.

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