Academic Scientific JournalsImplementation of the influencer marketing function in the opinion of influencers and their followers
Keywords:
social media, influencer marketing, followers, MillennialsAbstract
This study presents and considers the validity of the thesis about a convergent assessment of the level of implementation of the influencer marketing function in the opinion of the influencer itself and its followers (regardless of the content and quality of promotional messages posted by the influencer in social media). In the introductory part of the study based on literature studies and desk research, the theoretical aspects of communication in social media were discussed, in particular the specifics and role of influencer marketing tools for young consumers. The empirical part presents conclusions from the series of individual in-depth interviews, conducted for the purposes of this publication, among Polish beauty influencers and their followers. The conclusions of the qualitative research lead to a preliminary conclusion: regardless of the content and quality of promotional messages, published in social media, a relatively symmetrical level of involvement and a sense of community between influencers and their followers can be observed and a relatively identical interpretation of the influencer’s influence on purchase decisions of recipients of activities, based on the assessment of both the influencer and its observers.
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