Influencerzy i media społecznościowe – mobilne wspólnoty zainteresowań w kontekście zachowań młodych konsumentów

Abstract

The aim of the article is to determine the way of interaction of virtual social communities and their leaders - influencers for young consumers. In reference to the social impact model of the influencer through new technologies, an identification process emerging in social media will be presented through communities of interest forming a specific platform as the basis for marketing campaigns. The article will use the new paradigm of the marketing impact created by Social Influence Marketing regarding the effectiveness of strengthening the brand's offer through the social reach of the influencer. In the own research, the qualitative method with the use of individual in-depth interviews analyzed the mobile communities of interest in the context of the behavior of young consumers. (English) [ABSTRACT FROM AUTHOR]