{"id":10954,"date":"2025-07-23T06:46:05","date_gmt":"2025-07-23T06:46:05","guid":{"rendered":"https:\/\/kotarbinski.com\/blogomarketingu\/?p=10954"},"modified":"2025-07-23T06:46:11","modified_gmt":"2025-07-23T06:46:11","slug":"ksiazka-influencer-marketing-czyli-ekonomia-tworcow-xxi-wieku-jacek-kotarbinski-blog-o-marketingu","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/ksiazka-influencer-marketing-czyli-ekonomia-tworcow-xxi-wieku-jacek-kotarbinski-blog-o-marketingu\/","title":{"rendered":"[ KSI\u0104\u017bKA ] INFLUENCER MARKETING, CZYLI EKONOMIA TW\u00d3RC\u00d3W XXI WIEKU [ Jacek Kotarbi\u0144ski | Blog o marketingu ]"},"content":{"rendered":"\n<h1 class=\"wp-block-heading has-text-align-center\">Co znajdziesz w tej ksi\u0105\u017cce?<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>To nie jest podr\u0119cznik z instrukcj\u0105 obs\u0142ugi Instagrama. To opowie\u015b\u0107 o wp\u0142ywie. O ludziach, kt\u00f3rzy inspiruj\u0105 i kszta\u0142tuj\u0105 decyzje.\u00a0<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eInfluencer Marketing\u201d to podr\u00f3\u017c przez histori\u0119, psychologi\u0119, technologi\u0119 i strategi\u0119 \u2013 od plemion internetowych po wirtualnych influencer\u00f3w. Znajdziesz tu analizy zjawisk takich jak patoinfluencing, paraspo\u0142eczne relacje, marki osobiste, budowanie marki 5.0, kontrowersje, kryzysy i przysz\u0142o\u015b\u0107 w erze AI. To tak\u017ce historia o ludziach \u2013 tych, kt\u00f3rzy wp\u0142ywaj\u0105, i tych, kt\u00f3rzy ulegaj\u0105 wp\u0142ywowi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je\u015bli cho\u0107 jeden fragment tej ksi\u0105\u017cki da Ci now\u0105 perspektyw\u0119, inspiracj\u0119 lub u\u015bmiech, to znaczy, \u017ce by\u0142o warto.&nbsp;<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading has-text-align-center\">Podzi\u0119kowania<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pisanie tej ksi\u0105\u017cki to by\u0142a intensywna, pe\u0142na wyzwa\u0144 i inspiracji podr\u00f3\u017c. \u017badna podr\u00f3\u017c nie smakuje tak dobrze, je\u015bli nie towarzysz\u0105 Ci w\u0142a\u015bciwi ludzie. W dniu premiery z ca\u0142ego serca dzi\u0119kuj\u0119 ka\u017cdej osobie, kt\u00f3ra na jakimkolwiek etapie towarzyszy\u0142a mi przy tworzeniu \u201eInfluencer Marketingu\u201d.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\" style=\"grid-template-columns:15% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"240\" height=\"320\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/joanna-kotarbinska-jacek-kotarbinski-influencer-marketing-ksiazka.png\" alt=\"\" class=\"wp-image-10959 size-full\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/joanna-kotarbinska-jacek-kotarbinski-influencer-marketing-ksiazka.png 240w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/joanna-kotarbinska-jacek-kotarbinski-influencer-marketing-ksiazka.png 225w\" sizes=\"auto, (max-width: 240px) 100vw, 240px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\">Dzi\u0119kuj\u0119 mojej \u017conie <strong>Joannie<\/strong>, za ca\u0142okszta\u0142t, za mi\u0142o\u015b\u0107, za to, \u017ce by\u0142a\u015b przy mnie, nawet gdy walczy\u0142em z przecinkami i kiedy pewnie ze trzy razy zgubi\u0142em si\u0119 we w\u0142asnej ksi\u0105\u017cce. <\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Annie Szczodry,<\/strong> dzi\u0119kuj\u0119 za intelektualne wyzwania i wnikliwe komentarze. <strong>Rafa\u0142owi \u015awi\u0105teckiemu<\/strong>, za to, \u017ce Twoja historia mog\u0142a si\u0119 tu znale\u017a\u0107. <strong>Zoi <\/strong>i <strong>Rozalii<\/strong>, za obecno\u015b\u0107, kt\u00f3ra rozja\u015bnia\u0142a ka\u017cdy rozdzia\u0142.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ogromne podzi\u0119kowania kieruj\u0119 do <strong>Tomasza Barana <\/strong>i zespo\u0142u Ariadna bo bez Waszych bada\u0144 wiele analiz by si\u0119 nie wydarzy\u0142o. <strong>Prof. Dominice Maison<\/strong>, za pomoc w rozpl\u0105tywaniu zawi\u0142o\u015bci psychologicznych. <strong>Vadimowi Makarenko<\/strong>, za dost\u0119p do danych ze Statista, kt\u00f3re okaza\u0142y si\u0119 bezcenne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tomku Palaku<\/strong>, Twoja wiedza prawna by\u0142a dla mnie latarni\u0105 w g\u0119stwinie przepis\u00f3w. Dzi\u0119kuj\u0119 te\u017c uczestnikom wywiadu delfickiego: <strong>Emilii Zakrzewskiej<\/strong>, <strong>Dagmarze Tarce<\/strong>, <strong>Zuzannie \u015aleszy\u0144skiej<\/strong>, <strong>Marcinowi Walencikowi<\/strong>, <strong>Kamilowi Bolkowi<\/strong> i <strong>Szymonowi Mierzwie <\/strong>poniewa\u017c wasze opinie o przysz\u0142o\u015bci influencer marketingu by\u0142y dla mnie bezcenne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dzi\u0119kuj\u0119 tak\u017ce <strong>Mai Popielarskiej<\/strong>. Tw\u00f3j g\u0142os w porannych programach by\u0142 mi\u0142\u0105 \u015bcie\u017ck\u0105 d\u017awi\u0119kow\u0105 porank\u00f3w z klawiatur\u0105.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uk\u0142ony dla moich recenzentek, <strong>dr hab. Anny \u0141aszkiewicz <\/strong>(U\u0141) i <strong>dr Jolanty Tkaczyk<\/strong> (ALK), dla Wydawcy, <strong>Doroty Siudowskiej-Mieszkowskiej<\/strong> i ca\u0142ego zespo\u0142u PWN za cierpliwo\u015b\u0107, redakcj\u0119 i produkcj\u0119.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wreszcie<strong> Micha\u0142owi Rusinkowi<\/strong> za pomoc w\u00a0 j\u0119zykowych niuansach.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wielkie podzi\u0119kowania dla Mistrza <strong>Andrzeja P\u0105gowskiego<\/strong> za projekt ok\u0142adki, kt\u00f3ry doskonale oddaje ducha tej ksi\u0105\u017cki oraz jego wsp\u00f3\u0142pracownicy <strong>Magdzie B\u0142a\u017ckow<\/strong>.\u00a0<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading has-text-align-center\">Wydarzenia<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Je\u017celi chcesz zorganizowa\u0107 wewn\u0119trzny warsztat biznesowy, zaprosi\u0107 na konferencj\u0119, podcast czy wydarzenie: pisz bezpo\u015brednio do <strong>Joanna Kotabi\u0144ska joanna(at)kotarbinski.com<\/strong> lub przez <a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/kontakt\/\">FORMULARZ KONTAKTOWY<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading has-text-align-center\">Recenzje<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201c Jest to dzie\u0142o oryginalne, systematyzuj\u0105ce dotychczasowy stan wiedzy na temat influencer marketingu i cyfrowych tw\u00f3rc\u00f3w, przybli\u017caj\u0105ce te z\u0142o\u017cone zagadnienia szerokiemu gronu odbiorc\u00f3w. Praca ma charakter popularnonaukowy, jest dobrze osadzona w literaturze przedmiotu i stanowi interesuj\u0105ce podsumowanie obecnego stanu wiedzy z obszaru influencer marketingu. Autor prezentuje obszernie praktyczn\u0105 wiedz\u0119, przybli\u017caj\u0105c przyk\u0142ady i omawiaj\u0105c aktualne zagadnienia\u201d.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>dr hab. Anna \u0141aszkiewicz<\/strong>, prof. U\u0141, Wydzia\u0142 Zarz\u0105dzania. Uniwersytet \u0141\u00f3dzki<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cKsi\u0105\u017cka Jacka Kotarbi\u0144skiego to bardzo udana pr\u00f3ba opisu zjawiska, kt\u00f3re cho\u0107 powszechne, wci\u0105\u017c wymaga refleksji i zrozumienia. To pozycja, kt\u00f3ra z powodzeniem mo\u017ce s\u0142u\u017cy\u0107 jako materia\u0142 dydaktyczny, inspiracja badawcza oraz punkt wyj\u015bcia do rozmowy o roli tw\u00f3rc\u00f3w internetowych w spo\u0142ecze\u0144stwie ery cyfrowej. Lektura obowi\u0105zkowa dla wszystkich, kt\u00f3rzy chc\u0105 nie tylko wiedzie\u0107, czym jest influencer marketing, ale przede wszystkim zrozumie\u0107 jego znaczenie.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>dr Jolanta Tkaczyk<\/strong>, prof. ALK, Katedra Marketingu, Akademia Leona Ko\u017ami\u0144skiego<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading has-text-align-center\">Opis wydawcy<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Czy wiesz, dlaczego influencer marketing sta\u0142 si\u0119 jedn\u0105 z najpot\u0119\u017cniejszych si\u0142 w gospodarce XXI wieku? Co sprawia, \u017ce posty influencer\u00f3w zmieniaj\u0105 zachowania zakupowe i wywo\u0142uj\u0105 dyskusje w mediach? Jak budowa\u0107 zaufanie i spo\u0142eczno\u015b\u0107 w \u015bwiecie, gdzie ka\u017cdy mo\u017ce sta\u0107 si\u0119 tw\u00f3rc\u0105 i liderem opinii? Jak marki mog\u0105 wykorzysta\u0107 autentyczno\u015b\u0107 influencer\u00f3w, aby zyska\u0107 przewag\u0119 rynkow\u0105? Jak odr\u00f3\u017cni\u0107 prawdziwy wp\u0142yw od pustych zasi\u0119g\u00f3w?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ksi\u0105\u017cka ta odpowiada na wiele pyta\u0144, pokazuj\u0105c influencer marketing z perspektywy historycznej, ekonomicznej, technologicznej i psychologicznej. Dzi\u0119ki niej \u0142atwiej b\u0119dzie Ci zrozumie\u0107 mechanizmy rz\u0105dz\u0105ce wsp\u00f3\u0142czesnym \u015bwiatem medi\u00f3w spo\u0142eczno\u015bciowych, budowaniem wp\u0142ywu i tworzeniem marek osobistych, kt\u00f3re kszta\u0142tuj\u0105 rynek i \u015bwiadomo\u015b\u0107 spo\u0142eczn\u0105.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Znajdziesz tu:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>om\u00f3wienie najnowszych bada\u0144 o wp\u0142ywie influencer\u00f3w na decyzje zakupowe,<\/li>\n\n\n\n<li>analiz\u0119 roli relacji paraspo\u0142ecznych w budowaniu zaanga\u017cowania,<\/li>\n\n\n\n<li>praktyczne strategie wsp\u00f3\u0142pracy marek z influencerami,<\/li>\n\n\n\n<li>refleksj\u0119 nad rozwojem wirtualnych influencer\u00f3w i roli AI w tworzeniu tre\u015bci<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">To ksi\u0105\u017cka dla marketer\u00f3w, przedsi\u0119biorc\u00f3w, tw\u00f3rc\u00f3w, student\u00f3w kierunk\u00f3w zwi\u0105zanych z komunikacj\u0105 i socjologi\u0105 oraz wszystkich, kt\u00f3rzy chc\u0105 \u015bwiadomie porusza\u0107 si\u0119 w \u015bwiecie tre\u015bci cyfrowych. Dowiesz si\u0119, czym jest marka osobista 5.0, jak influencerzy buduj\u0105 swoje plemiona w sieci oraz jak zmieniaj\u0105 si\u0119 modele komunikacji i sprzeda\u017cy w erze ekonomii tw\u00f3rc\u00f3w.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Autor nie tylko opowiada o tym, czym jest influencer marketing, ale pokazuje, jak go wykorzysta\u0107 w spos\u00f3b etyczny, skuteczny i zgodny z warto\u015bciami. Dzi\u0119ki temu mo\u017cemy nie tylko sprzedawa\u0107, ale r\u00f3wnie\u017c budowa\u0107 zaufanie i relacje, kt\u00f3re przetrwaj\u0105 zmieniaj\u0105ce si\u0119 algorytmy i trendy.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading has-text-align-center\">INFLUENCER MARKETING, CZYLI EKONOMIA TW\u00d3RC\u00d3W XXI WIEKU<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Autor:<\/strong> dr in\u017c. Jacek Kotarbi\u0144ski<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Wydawca: <\/strong>Wydawnictwo Naukowe PWN, 2025<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>ISBN:<\/strong> 978-83-01-24246-6<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Obj\u0119to\u015b\u0107: <\/strong>591 stron<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><strong>Recenzentki<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">dr hab. Anna \u0141aszkiewicz, prof. U\u0141, Uniwersytet \u0141\u00f3dzki, \u0141\u00f3d\u017a<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">dr Jolanta Tkaczyk, prof. ALK, Akademia Leona Ko\u017ami\u0144skiego, Warszawa<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Projekt ok\u0142adki: Andrzej P\u0105gowski, Kreacja Pro<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Patroni medialni: <a href=\"https:\/\/www.onet.pl\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Onet.pl<\/a>, <a href=\"https:\/\/noizz.pl\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Noizz.pl<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/bit.ly\/4lP4Uxm\"><strong>Zam\u00f3w ksi\u0105\u017ck\u0119 na stronie wydawcy<\/strong><\/a><\/h1>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/bit.ly\/influencer-leads-google\"><strong>Zam\u00f3w ksi\u0105\u017ck\u0119 z autografem i dedykacj\u0105 autora<\/strong><\/a><\/h1>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading has-text-align-center\"><strong><a href=\"https:\/\/bit.ly\/influencer-leads-google\" target=\"_blank\" rel=\"noopener\" title=\"\">POBIERZ DARMOWY FRAGMENT<\/a><\/strong><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Strona:<a href=\"http:\/\/influencer.kotarbinski.com\"> influencer.kotarbinski.com<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-1.jpeg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"894\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-1-1024x894.jpeg\" alt=\"\" class=\"wp-image-10957\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-1.jpeg 1024w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-1.jpeg 300w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-1.jpeg 768w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-1.jpeg 916w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-1.jpeg 1280w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><figcaption class=\"wp-element-caption\">Screenshot<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-2.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"892\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-2-1024x892.png\" alt=\"\" class=\"wp-image-10958\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-2.png 1024w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-2.png 300w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-2.png 768w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-2.png 918w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2025\/07\/web-okladka-influencer-marketing-jacek-kotarbinski-2.png 1280w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/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>Co znajdziesz w tej ksi\u0105\u017cce? To nie jest podr\u0119cznik z instrukcj\u0105 obs\u0142ugi Instagrama. To opowie\u015b\u0107 o wp\u0142ywie. 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