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Influencers as Support for Public Relations Campaigns

Author

Listed:
  • Tworzydło Dariusz

    (Faculty of Journalism, Information and Book Studies of the University of Warsaw)

  • Życzyński Norbert

    (Rzeszów University of Technology, Faculty of Management)

  • Wajda Marek

    (University of Warsaw, Faculty of Journalism, Information and Book Studies)

Abstract

The article is a collection of analyses carried out on the basis of literature on the subject and data collected with the utilization of desk research method. It also presents conclusions from surveys conducted by means of a qualitative method — IDI technique — during the Congress of Public Relations Professionals, which took place in April 2018 in Rzeszów. In the group of respondents there were representatives of public relations branch who cooperate with influencers and on top of that have rich experience in the area of PR activities conducted by means of the Internet. The goal of this article is assessment of the relationships occurring in the context of cooperation of PR specialists with influencers, as well as identifying the prospects for changes and potential trends in this area.

Suggested Citation

  • Tworzydło Dariusz & Życzyński Norbert & Wajda Marek, 2019. "Influencers as Support for Public Relations Campaigns," Marketing of Scientific and Research Organizations, Sciendo, vol. 31(1), pages 131-150, March.
    • Handle: RePEc:vrs:mosaro:v:31:y:2019:i:1:p:131-150:n:7
    DOI: 10.2478/minib-2019-0016
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