{"id":10917,"date":"2025-07-16T14:28:33","date_gmt":"2025-07-16T14:28:33","guid":{"rendered":"https:\/\/kotarbinski.com\/blogomarketingu\/?p=10917"},"modified":"2025-07-16T14:28:40","modified_gmt":"2025-07-16T14:28:40","slug":"kiedy-wplyw-staje-sie-wartosciowa-waluta-influencer-marketing-czyli-ekonomia-tworcow-xxi-wieku-jacek-kotarbinski-blog-o-marketingu","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/kiedy-wplyw-staje-sie-wartosciowa-waluta-influencer-marketing-czyli-ekonomia-tworcow-xxi-wieku-jacek-kotarbinski-blog-o-marketingu\/","title":{"rendered":"Kiedy wp\u0142yw staje si\u0119 warto\u015bciow\u0105 walut\u0105? Influencer marketing, czyli ekonomia tw\u00f3rc\u00f3w XXI wieku [Jacek Kotarbi\u0144ski | Blog o marketingu]"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Nie chodzi dzi\u015b ju\u017c o to, kto ma najwi\u0119kszy billboard przy trasie szybkiego ruchu, lecz o to, kto potrafi zbudowa\u0107 najg\u0142\u0119bsz\u0105 wi\u0119\u017a z drugim cz\u0142owiekiem poprzez ekran telefonu. W \u015bwiecie, w kt\u00f3rym zasi\u0119g mo\u017cna kupi\u0107, a uwag\u0119 trzeba zdoby\u0107, influencerzy nie s\u0105 jedynie no\u015bnikami reklam. To architekci nowej rzeczywisto\u015bci, w kt\u00f3rej emocje, autentyczno\u015b\u0107 i zaufanie s\u0105 walutami cenniejszymi ni\u017c bud\u017cet marketingowy.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><strong><a href=\"https:\/\/allegrolokalnie.pl\/oferta\/przedsprzedaz-influencer-marketing-czyli-ekonomia-tworcow-xxi-wieku\" target=\"_blank\" rel=\"noopener\" title=\"\">[ KUP KSI\u0104\u017bK\u0118 PRZEDPREMIEROWO Z AUTOGRAFEM AUTORA ]<\/a><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">W swojej najnowszej ksi\u0105\u017cce <a href=\"https:\/\/allegrolokalnie.pl\/oferta\/przedsprzedaz-influencer-marketing-czyli-ekonomia-tworcow-xxi-wieku\" target=\"_blank\" rel=\"noopener\" title=\"\">\u201eInfluencer Marketing. Ekonomia tw\u00f3rc\u00f3w XXI wieku\u201d<\/a>, wydanej przez Wydawnictwo Naukowe PWN, a kt\u00f3rej premiera zaplanowana jest na 22 lipca 2025r. nie opowiadam historii o bran\u017cowych trendach, lecz staram si\u0119 uchwyci\u0107 kulturow\u0105 i psychologiczn\u0105 przemian\u0119, kt\u00f3ra ju\u017c si\u0119 dokona\u0142a. Internet nie jest dzi\u015b narz\u0119dziem komunikacji. Sta\u0142 si\u0119 \u015brodowiskiem, w kt\u00f3rym \u017cyjemy. A influencerzy? <strong>To nowi liderzy plemion, przewodnicy w \u015bwiecie cyfrowym, niekiedy bardziej wiarygodni ni\u017c instytucje publiczne<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Od charyzmy do algorytmu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Od pocz\u0105tku mojej pracy nad t\u0105 ksi\u0105\u017ck\u0105 przy\u015bwieca\u0142o mi jedno pytanie. <strong>Dlaczego dzi\u015b tak wiele decyzji \u017cyciowych, zakupowych i \u015bwiatopogl\u0105dowych podejmujemy pod wp\u0142ywem ludzi, kt\u00f3rych nigdy nie spotkali\u015bmy twarz\u0105 w twarz? <\/strong>Odpowied\u017a tkwi w psychologii<strong> relacji paraspo\u0142ecznych<\/strong> oraz w dynamice nowoczesnych spo\u0142eczno\u015bci cyfrowych. Influencer to nie celebryta. To posta\u0107 obecna w naszym codziennym do\u015bwiadczeniu, cz\u0119sto bardziej wiarygodna ni\u017c reklama, poniewa\u017c oparta na autentyczno\u015bci i ci\u0105g\u0142ym dialogu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ten wp\u0142yw nie jest nowy. Ludzie oddawali swoj\u0105 uwag\u0119 charyzmatycznym liderom od zarania dziej\u00f3w. Zmieni\u0142a si\u0119 jedynie forma przekazu. Dzi\u015b nie trzeba wychodzi\u0107 z jaskini, by s\u0142ucha\u0107 szamana. Wystarczy otworzy\u0107 TikToka. W tej nowej rzeczywisto\u015bci ka\u017cdy mo\u017ce sta\u0107 si\u0119 g\u0142osem, kt\u00f3ry kszta\u0142tuje opini\u0119, mod\u0119, warto\u015bci. Warunkiem jest nie popularno\u015b\u0107, lecz zdolno\u015b\u0107 budowania znacz\u0105cych wi\u0119zi z odbiorcami.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Influencer jako przedsi\u0119biorca epoki cyfrowej<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Najwi\u0119ksze nieporozumienie w odbiorze influencer marketingu to uto\u017csamianie go wy\u0142\u0105cznie z reklam\u0105. Influencerzy nie s\u0105 tablicami og\u0142oszeniowymi. Coraz cz\u0119\u015bciej to \u015bwiadomi przedsi\u0119biorcy, kt\u00f3rzy zarz\u0105dzaj\u0105 w\u0142asnymi markami osobistymi z wi\u0119kszym zaawansowaniem ni\u017c niejedna korporacja. Projektuj\u0105 produkty, rozwijaj\u0105 us\u0142ugi, tworz\u0105 spo\u0142eczno\u015bci, buduj\u0105 lojalno\u015b\u0107. Ich skuteczno\u015b\u0107 nie opiera si\u0119 na krzykliwej promocji, lecz na zaufaniu, kt\u00f3re zdobyli poprzez konsekwencj\u0119, styl \u017cycia i sp\u00f3jno\u015b\u0107 przekazu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Influencer jest dzi\u015b strategiem, tw\u00f3rc\u0105 i liderem. <\/strong>Mo\u017ce by\u0107 ambasadorem marki, wsp\u00f3\u0142tw\u00f3rc\u0105 produktu, a nawet jego wsp\u00f3\u0142w\u0142a\u015bcicielem. Ekonomia tw\u00f3rc\u00f3w opiera si\u0119 na zacieraniu granic mi\u0119dzy konsumentem a nadawc\u0105. Widzowie staj\u0105 si\u0119 wsp\u00f3\u0142tw\u00f3rcami tre\u015bci, a tw\u00f3rcy, swoistymi kuratorami rzeczywisto\u015bci, kt\u00f3r\u0105 wybieramy scrolluj\u0105c ekran.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zaufanie zamiast reklamy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">W \u015bwiecie nadmiaru informacji coraz trudniej o uwag\u0119. Tradycyjna reklama, powtarzana mechanicznie, staje si\u0119 t\u0142em. <strong>Tymczasem jeden szczery wpis, oparty na osobistym do\u015bwiadczeniu influencera, potrafi wywo\u0142a\u0107 tysi\u0105ce decyzji zakupowych.<\/strong> Kluczem jest zaufanie, kt\u00f3rego nie da si\u0119 kupi\u0107 ani zmanipulowa\u0107. Mo\u017cna je jedynie zbudowa\u0107. Ceg\u0142a po cegle, relacja po relacji.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Autentyczno\u015b\u0107 to nie trend, lecz fundament ekonomii tw\u00f3rc\u00f3w. <\/strong>Spo\u0142eczno\u015bci s\u0105 wyczulone na fa\u0142sz i szybko karz\u0105 tych, kt\u00f3rzy zawodz\u0105, a przyk\u0142ad\u00f3w jest bez liku. Historia zna wiele spektakularnych upadk\u00f3w influencer\u00f3w, kt\u00f3rzy zapomnieli, \u017ce <strong>wp\u0142yw to nie tylko przywilej, lecz przede wszystkim odpowiedzialno\u015b\u0107.<\/strong> Dlatego w\u0142a\u015bnie marki coraz cz\u0119\u015bciej stawiaj\u0105 na mikroinfluencer\u00f3w, kt\u00f3rzy z ma\u0142ymi, lecz silnie zaanga\u017cowanymi spo\u0142eczno\u015bciami tworz\u0105 relacje trudne do podrobienia<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Przysz\u0142o\u015b\u0107 wp\u0142ywu to pytanie o cz\u0142owieka<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Patrz\u0105c w przysz\u0142o\u015b\u0107, nie spos\u00f3b nie dostrzec rosn\u0105cej roli <strong>wirtualnych influencer\u00f3w<\/strong>, generowanych przez sztuczn\u0105 inteligencj\u0119. Dzi\u015b w rolkach i na Tik Toku mamy ich coraz wi\u0119cej. <strong>To znak czas\u00f3w, w kt\u00f3rych cyfrowo\u015b\u0107 zaczyna rywalizowa\u0107 z cz\u0142owiecze\u0144stwem. <\/strong>Tym bardziej potrzebujemy refleksji nad tym, czym jest autentyczno\u015b\u0107, gdzie ko\u0144czy si\u0119 etyka, a zaczyna manipulacja.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wierz\u0119, \u017ce nowoczesne technologie mog\u0105 i maj\u0105 s\u0142u\u017cy\u0107 cz\u0142owiekowi. Tylko wtedy, gdy <strong>nie zapomnimy o humanistycznym fundamencie relacji.<\/strong> Influencer marketing nie jest tylko narz\u0119dziem sprzeda\u017cy. To nowe, cyfrowe pole dialogu, zaufania i odpowiedzialno\u015bci. Dlatego dzi\u015b nie pytam ju\u017c, czy influencerzy zmienili \u015bwiat. Pytam, czy my, jako tw\u00f3rcy, odbiorcy, marketerzy \u2013 jeste\u015bmy gotowi zmierzy\u0107 si\u0119 z tym, co sami stworzyli\u015bmy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Influencer marketing sta\u0142 si\u0119 <strong>sz\u00f3st\u0105 w\u0142adz\u0105. <\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><strong><a href=\"https:\/\/allegrolokalnie.pl\/oferta\/przedsprzedaz-influencer-marketing-czyli-ekonomia-tworcow-xxi-wieku\" target=\"_blank\" rel=\"noopener\" title=\"\">[ KUP KSI\u0104\u017bK\u0118 PRZEDPREMIEROWO Z AUTOGRAFEM AUTORA ]<\/a><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Autor:<\/strong> Jacek Kotarbi\u0144ski<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Wydawca: <\/strong>Wydawnictwo Naukowe PWN<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Autorzy ok\u0142adki:<\/strong> Andrzej P\u0105gowski, Magdalena B\u0142a\u017ckow<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Recenzenci:<\/strong> dr hab. Anna \u0141aszkiewicz, prof. U\u0141., dr Jolanta Tkaczyk, prof. ALK. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Patroni medialni: <\/strong>Onet.pl, Noizz.pl<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-1.png\"><img loading=\"lazy\" decoding=\"async\" width=\"520\" height=\"526\" data-id=\"10919\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-1.png\" alt=\"\" class=\"wp-image-10919\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-1.png 520w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-1.png 297w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-2.png\"><img loading=\"lazy\" decoding=\"async\" width=\"518\" height=\"536\" data-id=\"10921\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-2.png\" alt=\"\" class=\"wp-image-10921\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-2.png 518w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-2.png 290w\" sizes=\"auto, (max-width: 518px) 100vw, 518px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-3.png\"><img loading=\"lazy\" decoding=\"async\" width=\"775\" height=\"1024\" data-id=\"10923\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-3-775x1024.png\" alt=\"\" class=\"wp-image-10923\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-3.png 775w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-3.png 227w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-3.png 768w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-3.png 606w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-3.png 966w\" sizes=\"auto, (max-width: 775px) 100vw, 775px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-4.png\"><img loading=\"lazy\" decoding=\"async\" width=\"755\" height=\"1024\" data-id=\"10924\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-4-755x1024.png\" alt=\"\" class=\"wp-image-10924\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-4.png 755w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-4.png 221w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-4.png 768w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-4.png 590w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-4.png 960w\" sizes=\"auto, (max-width: 755px) 100vw, 755px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-5.png\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"688\" data-id=\"10922\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-5.png\" alt=\"\" class=\"wp-image-10922\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-5.png 500w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-5.png 218w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-6.png\"><img loading=\"lazy\" decoding=\"async\" width=\"544\" height=\"598\" data-id=\"10920\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-6.png\" alt=\"\" class=\"wp-image-10920\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-6.png 544w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/influencer-marketing-6.png 273w\" sizes=\"auto, (max-width: 544px) 100vw, 544px\" \/><\/a><\/figure>\n<\/figure>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Nie chodzi dzi\u015b ju\u017c o to, kto ma najwi\u0119kszy billboard przy trasie szybkiego ruchu, lecz o to, kto potrafi zbudowa\u0107 [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt 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