Influencer Marketing – Researching Consumer Interest in Topics Discussed by Influencers in Social Media

Abstract

Growing competition and changing consumer behavior force companies to look for new ways to reach customers. The Polish market is a place of growing consumer interest in content created by influencers. The aim of the article is to isolate the topics discussed by influencers that attract the consumer's attention on social media. The article presents the results of own research conducted using the CAWI method in January 2022 on a representative nationwide random-quota sample of N = 776 adult inhabitants of Poland.