Influencer marketing w komunikacji marketingowej marki

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dc.contributor.author Wyrwisz, Joanna
dc.date.accessioned 2020-10-08T08:44:56Z
dc.date.available 2020-10-08T08:44:56Z
dc.date.issued 2019
dc.identifier.citation Innowacje i cyfryzacja gospodarki / redakcja naukowa Marek Cisek. - Siedlce : Wydawnictwo Naukowe Uniwersytetu Przyrodniczo-Humanistycznego, 2019, s. 79-88 pl
dc.identifier.isbn 978-83-66541-01-6
dc.identifier.uri http://hdl.handle.net/11331/2978
dc.description.abstract The article deals with influencer marketing in marketing communication used for the purposes of creating and strengthening the brand image. The author’s intention is to indicate the growing interest and importance of opinion leaders, the so-called influencers, in integrated marketing communication in modern and effective brand creation and communication. Based on the study of literature and qualitative research, the article presents the essence of influencer marketing, its strengths and weaknesses. The possibilities of its use in integrated communication as well as the factors determining its application and efficiency conditions are discussed. In particular, the focus is on type of influencers as main factor of communication optimization pl
dc.language.iso pl pl
dc.publisher Uniwersytet Przyrodniczo-Humanistyczny w Siedlcach pl
dc.rights Uznanie autorstwa-Bez utworów zależnych 3.0 Polska *
dc.rights.uri http://creativecommons.org/licenses/by-nd/3.0/pl/ *
dc.subject Komunikowanie marketingowe pl
dc.subject Marka pl
dc.subject Preferencje konsumenckie pl
dc.subject Marketing communication pl
dc.subject Brand pl
dc.subject Consumer preferences pl
dc.title Influencer marketing w komunikacji marketingowej marki pl
dc.title.alternative Influencer marketing in marketing communications of brand pl
dc.type Book chapter pl


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Uznanie autorstwa-Bez utworów zależnych 3.0 Polska Except where otherwise noted, this item's license is described as Uznanie autorstwa-Bez utworów zależnych 3.0 Polska

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