The effect of influencers on building relationships with the group of recipients

Influeners are becoming an increasingly popular communication tool thanks to which a company can gain a lot. Influencer, by being authentic, builds strong relationships with the group of its recipients. Companies that invite such people to their campaigns may influence the increase of sales volume, increase of brand recognition, and the involvement of consumers in the company’s activities. However, choosing an influencer is not a simple task. The article presents the definition of the influencer concept, activities to be performed by selecting an influencer and examples on the Polish market of the use of influencers in company activities. The aim of the article is to show that influencers can be an effective tool of communication between a company and a group of consumers, and influence the building of relationships.