Influencer Marketing. Potencjał cyfrowych twórców w kształtowaniu relacji konsumentów z markami

Anna Łaszkiewicz

doi:10.18778/8331-087-9

Influencer Marketing. Potencjał cyfrowych twórców w kształtowaniu relacji konsumentów z markami

Autorzy

Anna Łaszkiewicz

Uniwersytet Łódzki, Wydział Zarządzania, Katedra Marketingu, 90-237 Łódź, ul. Matejki 22/26

https://orcid.org/0000-0001-6202-6239

DOI: https://doi.org/10.18778/8331-087-9

Słowa kluczowe:

influencer marketing, influencer, AI Influencer, algorytm, digital marketing, social media

Streszczenie

Z uwagi na rosnące zainteresowanie influencer marketingiem i rolą influencerów w budowaniu relacji pomiędzy markami i ich potencjalnymi odbiorcami umiejętność oceny potencjału cyfrowych i wirtualnych twórców stała się niezwykle pożądana. W monografii omówiono zagadnienia tradycyjnych influencerów i twórców cyfrowych a także influencerów wirtualnych, których aktywność generowana jest komputerowo, między innymi z wykorzystaniem sztucznej inteligencji, uczenia maszynowego i algorytmów. Publikacja podsumowuje aktualny stan wiedzy w obu obszarach a także wskazuje skuteczne praktyki pomocne w przygotowywaniu strategii komunikacji z wykorzystaniem cyfrowych i wirtualnych influencerów. Autorka systematyzuje zagadnienia związane z konsumentem i marką w gospodarce cyfrowej, co stanowi punkt wyjścia do zaprezentowania istoty i charakteru influencer marketingu oraz obszarów niezbędnych do opracowania strategii influencer marketingu. Książka adresowana jest do każdego, kto chce poznać, ugruntować i pogłębić wiedzę i kompetencje związane z influencer marketingiem.

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