Abstract:

An influencer is an influential, recognisable person who has gathered a group of online fans around them, with whom they build lasting relationships. Influencers are active online, running blogs and vlogs on popular social media platforms such as Facebook, Instagram, YouTube and TikTok. Their work usually centres on a specific topic, which they present to their audience. For example, they can give their opinions on certain products or share their experiences. Many influencers enjoy a great deal of interest amongst internet users and are becoming opinion leaders (https://kwalifikacje.edu.pl/kto-to-jest-influencer/). As A. Roguski points out, we trust influencers almost as much as we trust our friends. In the case of Twitter, 49 per cent of the platform’s users rely on recommendations from influencers, whilst 56 per cent trust the opinions of their acquaintances and friends (Roguski, 2020, p. 67). Alfred Archer and Catherine M. Robb (2024, p. 129), on the other hand, point out that ‘[…] social media influencers are those who, almost by definition, offer up their private lives for public consumption in order to influence others to emulate their behaviour or beliefs’ (p. 129). It should be borne in mind, however, that these are merely fragmentary, carefully selected pieces of information or images intended to create a specific identity for a given influencer, one that is meant to be interesting and appealing to their potential audience (Sobczak, 2024, p. 287).