Sustainability 12 07138 v2 PDF

sustainability
Article
Analysis of the Role of Digital Influencers and
Their Impact on the Functioning of the Contemporary
On-Line Promotional System and Its
Sustainable Development
Janusz Wielki
Faculty of Economics and Management, Opole University of Technology, 45-036 Opole, Poland; janusz@wielki.pl

Received: 18 June 2020; Accepted: 26 August 2020; Published: 1 September 2020
Abstract: Along with the increasingly high level of digital media consumption, organizations’
expenditure on online promotional activities is constantly and dynamically growing. At the same
time, together with the growing expenditures on digital promotion, it can be clearly seen that the
effectiveness of activities carried out in the electronic space in its current form is decreasing. Therefore,
in the new market situation, when the promotion of products and services has never been so difficult,
organizations have started to look for other methods of influencing consumers. One of the most
important trends is the use of the influencer marketing concept. In this context, the aim of this article
is to analyze the role, place and significance of digital influencers in the overall functioning of the
online promotional system, and the impact of the influencer marketing concept on its sustainable
development. In order to implement it, a literature analysis was carried out on the origins of this
phenomenon, and its scale, causes and impact on the functioning of the digital promotion system.
After the completion of this stage of the research, a questionnaire survey was conducted on a group
of individual Internet users in order to obtain primary data. The results of the research indicate that
there is a great potential for activities involving digital influencers. This potential relates primarily to
the effective transmission of information about a product or service, the impact on increased brand
awareness, and the impact on the sales level of products and services offered by companies. The study
also identified the most important threats that may affect the future development of the concept of
influencer marketing.
Keywords: influencer marketing; digital promotional activities; advertising media mix; electronic
space; Generation Z
1. Introduction
The level of digital media consumption is constantly growing. From 2012 to 2018, the daily level
rose from 5 h 37 min to 6 h 45 min per person. An even higher level of digital media consumption is
recorded for users from Generation Z. In the age range 16–24 years, it is 7 h 44 min for a typical day.
At the same time, it is clear that digital media consumption is rapidly shifting to smartphones at the
expense of desktop computers, laptops and tablets. During the years 2012–2018, it increased from 1 h
17 min to 3 h 18 min [1].
In this situation, it is obvious that there is a continuous and extremely dynamic increase in
expenditure on online promotional activities, manifested, among others, by a steady increase in
expenditure on digital advertising, with decreasing expenditure on traditional media [2]. In 2019,
digital advertising expenditure is expected to account for more than fifty percent of global advertising
expenditure, with the highest growth rates recorded in mobile advertising [3]. At the same time, in
Sustainability 2020, 12, 7138; doi:10.3390/su12177138 www.mdpi.com/journal/sustainability

Sustainability 2020, 12, 7138 2 of 20
countries such as the United Kingdom, China, Norway and Canada, digital has already become the
dominant ad medium [4].
With increasing investments, what is clearly visible is the decreasing effectiveness of activities
carried out in the electronic space [5,6]. There are a number of reasons for this situation. Undoubtedly,
the fact that consumers are becoming a more and more complex group is an extremely important
issue [7,8]. In this context, their susceptibility to the marketing activities applied to date is clearly visible;
e.g., according to Harris Interactive, 90% of Americans ignore digital advertising [9]. This situation
results from dissatisfaction with the ways the organizations use to communicate with them. In recent
years, this has been clearly manifested by the development of the ad-blocking phenomenon [10,11].
Its main reasons are too many advertisements being displayed online, and their growing aggressiveness
affecting the on-line user experience [6,12,13]. Another important factor is that users become aware of the
hidden costs resulting from online ads, such as increased loading time and bandwidth consumption [14].
As a result, the development of ad-blocking leads to the collapse of one of the key online business
models according to which advertisers pay publishers a certain amount of money for each display of
their advertisement to a visitor on their Website. In this situation, many organizations are trying to
improve the on-line user experience by using personalized marketing [15]. However, more and more
research shows that this experience does not need to be improved by such an approach [16]. There are
many different reasons for that. For example, some of those who block ads use ad-block solutions to
curb on-line tracking, which hinders the data collection needed for personalized marketing [17]. As,
in recent years, environmental issues became vital aspects for growing number of consumers, such
concepts as green advertising [18] and environmental advertising [19] have become important trends
in the case of promotional activities.
An important element in the evolving market is the growing presence of Generation Z, which is a
growing group of consumers; e.g., in the US, they will account for 40% of all consumers by 2020 [14]. This is
a generation that does not know reality without the Internet, for whom the world made up of technology
and geographical constraints does not exist [15]; therefore, it is also referred to as “the first generation of true
digital natives” [16]. It behaves completely differently, and completely different problems are important for
them, compared to the previous generation of consumers; i.e., millennial cohorts [15]. Its representatives
value individual expression and avoid labels. They can also be easily mobilized for various purposes
(reasons). They make decisions in a highly analytical and pragmatic way. At the same time, as
consumers, they are mostly well-educated as far as brands and their realities are concerned [20–23].
They are also environmentally conscious, caring about sustainable consumption [24].
This generation requires a completely different marketing approach from the organization, since,
among other things, it is ceasing to pay attention to many of the advertising forms used so far. Spending
a lot of time in social media [1,25], they willingly follow the persons present in it who they trust [26].
Therefore, in the new market situation, when promoting products, services or brands has never been
so difficult, organizations have begun to look for alternative methods of influencing consumers [27].
One of the most important trends is the use of the concept of influencer marketing [28–30]. This concept
is understood as “marketing practice that takes advantage of well-followed online users, who are able
to influence consumers’ attitudes and decision-making processes in favor of brands or ideas” [31].
The concept belongs to one of three main types of online media channels: earned media (the other
two are paid media and owned media) [32]. Influencer marketing has become the fastest growing
trend in terms of communication with customers, and the number of its campaigns and posts has
grown exponentially year-over-year from 2015 onwards [33,34]. This changes the functioning of entire
industries [35,36], being a critical element for success in many of them [37]. As shown by studies
completed by McKinsey & Company in India, the power of digital influencers can be truly significant.
According to their results, 80% of consumers will consider a new brand based on the recommendation
of a key influencer [38]. At the same time, in many cases, they are becoming a new type of a local
partner, referred to as a local digital influencer, without the participation of whom it is difficult to
imagine companies’ expansion into new foreign markets [39]. Meanwhile, the differences in the
Sustainability 2020, 12, x FOR PEER REVIEW 3 of 21
compared to other groups are clearly visible [40]. According to the Harvard Business Review, 19% of
American
impact exerted consumers
by digitalbought goods or
influencers onservices
Generationin 2018 as a resultcompared
Z consumers of the recommendations
to other groupsof area digital
clearly
influencer.
visible [40].In the grouptoof
According consumers
the who areReview,
Harvard Business below 25, 19% this
of percentage was almost
American consumers twice goods
bought as high;
or
i.e., it amounted to 36% [41].
services in 2018 as a result of the recommendations of a digital influencer. In the group of consumers
who The growing
are below 25,significance
this percentage of digital influencers
was almost twiceisasalsohigh;confirmed by organizations
i.e., it amounted to 36% [41]. increasing the
expenditure
The growing allocated to this form
significance of marketing
of digital influencersactivities. As shown by organizations
is also confirmed various studies, the scalethe
increasing of
use of influencers
expenditure in thetomarketing
allocated this form activities
of marketingof organizations
activities. Asisshownconstantly growing.
by various According
studies, to the
the scale of
Influencer
use of influencersMarketingin the Benchmark
marketingReport:
activities2020, the value of is
of organizations influencer
constantly marketing
growing. as an industry
According is
to the
projected to increase from USD 1.7 billion in 2016 to USD 6.5 billion
Influencer Marketing Benchmark Report: 2020, the value of influencer marketing as an industry is in 2019, and USD 9.7 billion in
2020
projected [42].toThe data from
increase from USD the report prepared
1.7 billion in 2016by Business
to USD Insider
6.5 billion in Intelligence
2019, and USD are9.7 even more
billion in
optimistic.
2020 [42]. The According
data from to the
them, the prepared
report value of the influencerInsider
by Business marketing industry
Intelligence arewill
even amount to USD 8
more optimistic.
billion
According in 2019, and will
to them, reach USD
the value of the15influencer
billion in marketing
2022 [43]. The growing
industry willvalue
amount of the industry
to USD can be
8 billion in
seen,
2019, for andexample,
will reachinUSD the number
15 billionofinnew
2022platforms
[43]. The and influencer
growing value marketing
of the industryfocusedcan agencies.
be seen, for It
increased
example, in fromthe190 to 1120
number between
of new 2015 and
platforms and2019, and bymarketing
influencer as much as 380 between
focused agencies. 2018 and 2019
It increased
[42].
from 190 to 1120 between 2015 and 2019, and by as much as 380 between 2018 and 2019 [42].
In the context of the above-presented
above-presented market market trends,
trends, thethe aim
aim ofof this
this article
article is
is to
to analyze
analyze the the role,
role,
place and andsignificance
significanceofof digital influencers in the overall functioning of the on-line
digital influencers in the overall functioning of the on-line promotional system, promotional
system,
and the and the of
impact impact of the concept
the concept of influencer
of influencer marketing marketing on its sustainable
on its sustainable development.
development. In this
In this regard,
regard,
sustainable sustainable
developmentdevelopment is understood
is understood as such development
as such development of thisthat
of this system system that in
utilizes, utilizes,
the mostin
the most balanced way, all available—now and in the future—means
balanced way, all available—now and in the future—means of digital promotion in order to achieve of digital promotion in order
to achieveresults
optimum optimum in the results
processin the process ofcommunication
of marketing marketing communication
with customers, with customers,
taking taking into
into consideration
consideration
CSR issues. CSR issues.
The primary research
research conducted
conductedfor forthis
thisarticle
articleaddressed
addressedrespondents
respondentsbelonging
belonging toto Generation
Generation Z;
Z;
i.e.,i.e.,
thethe group
group of consumers
of consumers for whom
for whom this of
this form form of marketing
marketing activityactivity is particularly
is particularly important. important.
The aim
The
was aim to fillwasthetoexisting
fill the research
existing research gap concerning
gap concerning the real significance
the real significance of digitalofinfluencers
digital influencers
and the
and
scopethe scopeimpact
of their of their on impact
Generation on Generation Z. The
Z. The literature literature
provides veryprovides very little,
little, inconsistent inconsistent
information in
information
this respect. in this respect.
Digital Influencers—Concept
2. Digital Influencers—Concept and Typology
Typology
Although the the idea
ideaof ofusing
usingvarious
varioustypes
typesofofknown
known ororinfluential
influential people andand
people characters within
characters the
within
concept of influencer marketing seems to be closely related to the
the concept of influencer marketing seems to be closely related to the extremely dynamic extremely dynamic development
of social media
development of[44],
socialitsmedia
roots in factits
[44], are a few
roots incenturies
fact are aearlier. They date
few centuries backThey
earlier. to thedate
1760s,
backwith
to the
pioneerwith
1760s, beingtheJosiah
pioneer Wedgwood,
being Josiah who produced ceramics
Wedgwood, for the ceramics
who produced British royal family.
for the Other
British important
royal family.
figuresimportant
Other for the development
figures for the ofdevelopment
the concept appeared in the
of the concept 19th andin20th
appeared centuries
the 19th [45].centuries
and 20th On the
otherOn
[45]. hand, the key
the other to the
hand, thedevelopment of the contemporary
key to the development version of word-of-mouth
of the contemporary marketing
version of word-of-mouth
is the Internet’s
marketing entry intoentry
is the Internet’s the Web
into the2.0Web
phase. It is related
2.0 phase. to thetofact
It is related thatthat
the fact its modern
its modernversion
versionis
closely
is related
closely relatedto tothethe
extremely
extremelydynamic
dynamic development
development of social
of socialmedia, andand
media, their growing
their useuse
growing in the
in
marketing
the activities
marketing of organizations
activities of organizationsformed in theinelectronic
formed spacespace
the electronic [46–49]. The emergence
[46–49]. of social
The emergence of
mediamedia
social has dramatically
has dramatically changed the ways
changed in which
the ways consumers
in which consumers communicate
communicateand create bonds,
and create both
bonds,
among
both themselves
among themselvesand with brands
and with [50]. [50].
brands In this
In respect, the concept
this respect, of social
the concept media
of social marketing
media was
marketing
developed
was [49,50].
developed It was
[49,50]. It with
was the
withgrowing popularity
the growing of these
popularity of media that persons
these media began to
that persons appear,
began to
gathering
appear, groups of
gathering supporters
groups around themselves,
of supporters in some in
around themselves, casessomeeven as many
cases even as as many
over a as
hundred
over a
million people
hundred million [51] (see Figure
people 1).Figure 1).
[51] (see
Confidence in other
people Digital
Social media influencers
development
Figure
Figure 1.
1. Two
Two main
main sources
sources of growing popularity of digital influencers (source: own source).
Organizations perceive influencers as opinion leaders, mediating in the distribution of information

and facilitating its dissemination to their on-line followers [52,53]. As a result, they are becoming
spokespersons or ambassadors for their brands [54–56]. Organizations use them to support traditional
marketing activities, and to generate a multiplier effect based on electronic word of mouth, playing an
important role in building a ‘digital relationship’ with their clients [57,58]. In today’s market conditions,
they perceive the digital relationship as an extremely important factor [59].
The last few years have been period in which organizations have become strongly interested
in the use of digital influencers in their marketing activities, and have allocated more and more of
their promotional budgets to this form of activity, which results from the aforementioned decreasing
effectiveness of the other forms of digital promotion used so far [60]. According to Oxford Dictionaries,
this new marketing trend is also clearly visible through the use of the word ‘influencer’. Its monthly
use more than doubled between 2012 and 2017 [61]. The dynamically growing—over the last few
years—interest in the ‘influencer’ and ‘influencer marketing’ concepts can also be seen in the Google
Trends service [62,63].
As far as the influencer notion is concerned, according to Kartajay, Kotler and Setiawan, these
are “persons respected in their communities, who have a large group of committed supporters
and audience” [64]. It is also emphasized that they very often create their own specific content
(user-generated content [65]) to build their reputation, and that they are considered experts in their
communities. This type of content is created, inter alia, as a result of the increasing spread of the
celebrity culture [66]. According to [57], “influencers are powerful human brands that positively
impact the performance of companies associated with them”. With respect to the use of the Internet,
they are referred to as online influencers. Influencers perceived in this way are defined as “any type of
person who publishes online who has a significant following” [32]. A more extended definition of
influencers understood in this way is presented in [45]: an “influencer is an opinion leader, popular in a
wider or higher group of regular recipients, who, with his or her credible actions—currently conducted
more and more often on the Internet—inspires trust, engages and convinces the addressees of his or her
communication to make specific choices, such as those related to shopping, nutrition or worldview”.
In the context of their use of social media, they are referred to as social media influencers [25,67].
For influencers understood in this way, two other definitions are more relevant. According to the first
one, “influencers are a type of micro-celebrity who have accrued a large number of followers on social
media and frequently use this social capital to gain access to financial resources [68]”. In the context of
their use of social media, a different definition is more appropriate. According to Oxford Dictionaries,
the other definition refers to an influencer as “a person with the ability to influence potential buyers of
a product or service by promoting or recommending it in social media”. It is in this context that they
are understood in this article [61].
Several categories of digital influencers can be distinguished, and their taxonomy can be made
according to their different characteristics. The most elementary division is presented in Figure 2, and
three groups are distinguished within its framework. Within the first of them, influencers are divided
by their range, which is connected with the number of people who follow them. In this context, several
categories of influencers can be distinguished. Namely: celebrities (over 5 million), mega influencers
(1 million–5 million), top influencers (over 500 thousand), macro-influencers (100–500 thousand),
middle level influencers (20 thousand–100 thousand), micro-influencers (less than 20 thousand) and
nano-influencers (1 thousand–10 thousand) [45,69,70].
Digital influencers
Motivation to take
Number of followers Communication platform Type of activity
action
Figure
Figure 2. 2. Taxonomy
Taxonomy of digital
of digital influencers
influencers according
according to four
to four main
main categories
categories (source:
(source: ownown source
source based
onbased on [9,45,69,70–72]).
[9,45,69–72]).
Influencerscan
Influencers canalso
alsobebedivided
dividedaccording
according to their motivation
motivationtototake takeaction.
action.InIn this context,
this context,thethe
following
following categoriescan
categories canbebedistinguished:
distinguished: idols,idols, experts,
experts, lifestylers,
lifestylers,activists,
activists,and andartists.
artists.The first
The first
group consists of people who are highly recognizable and popular. In their
group consists of people who are highly recognizable and popular. In their messages, they focus mainly messages, they focus
onmainly on themselves,
themselves, intertwiningintertwining otherinto
other topics topics into
their their message
message (e.g., political,
(e.g., political, social social or related
or related to
to current
current
affairs). affairs).
The second The second
group groupofconsists
consists personsofwho persons who are recognized
are recognized as authorities
as authorities in a giveninfield
a given
due to
field due to their knowledge or skills. This group of influencers includes
their knowledge or skills. This group of influencers includes industry specialists, consultants, reviewers, industry specialists,
consultants, reviewers, or testers. Lifestylers, on the other hand, are people who get involved in
or testers. Lifestylers, on the other hand, are people who get involved in discussions about lifestyle
discussions about lifestyle and leisure activities. Their content is mainly related to fashion, beauty,
and leisure activities. Their content is mainly related to fashion, beauty, health, interior decoration,
health, interior decoration, cooking and travel. In the case of another group, i.e., activists, their
cooking and travel. In the case of another group, i.e., activists, their hallmark is the worldview they
hallmark is the worldview they present. These are most often Internet users interested in such topics
present. These are most often Internet users interested in such topics as environmental protection,
as environmental protection, minority rights or feminism. Their content promotes specific ideas and
minority rights
lifestyles. or as
As far feminism. Their
the category of content
artists ispromotes
concerned, specific
it mainly ideas and lifestyles.
includes As far ason
persons focusing the category
creating
of material
artists is with
concerned, it mainly includes persons focusing on creating material
high aesthetic and visual appeal. These are most often Internet users running various with high aesthetic and
visual
typesappeal. These are
of photoblogs most oftenprofiles.
or Instagram InternetThey users running
deal with a various
variety of types of photoblogs
aspects, such as travel,or Instagram
nature,
profiles. They deal with a variety
people and architecture [9,34,45]. of aspects, such as travel, nature, people and architecture [9,34,45].
The third way by which influencers can be categorized is according
The third way by which influencers can be categorized is according to the communication to the communication platform
they use. Bloggers,
platform they use. YouTubers,
Bloggers,Facebookers,
YouTubers, Instagramers, Twitterers, Snapchaters
Facebookers, Instagramers, Twitterers,orSnapchaters
TikTokers can or be
distinguished
TikTokers can within this group [45].
be distinguished within This last,
this youngest
group group
[45]. This last,ofyoungest
influencers group is connected
of influencerswithisthe
TikTok application,
connected with the which
TikTok is mainly usedwhich
application, by persons agedused
is mainly 13–17 byyears.
persons Inaged
recent years,
13–17 the application
years. In recent
hasyears, the application
recorded the highest has recorded of
dynamics thedownloads
highest dynamics
[42]. Atofthe downloads
same time, [42].it At the same
should time, that
be noted it
shouldsocial
different be noted that different
platforms social platforms
are developed and usedare bydeveloped
influencersand used by influencers
in different geographical in areas,
differentones
geographical
that are completely areas, ones thatinare
unknown completely
other regions.unknown
Examplesininclude
other regions.
WeChat, Examples
Tencent include
QQ or SinaWeChat,
Weibo,
which are extremely popular in China, but completely unknown, for example, in Europe [73]. for
Tencent QQ or Sina Weibo, which are extremely popular in China, but completely unknown,
example,
Finally,indigital
Europe [73].
influencers can be divided according to one more criterion, into two groups: active
Finally, digital influencers
and passive influencers. The former can includes
be divided according
those who aretotargeted
one more bycriterion,
companies into
totwo groups:
promote their
active and passive influencers. The former includes those who are targeted by companies to promote
products or services. The latter encompasses those who are not directly targeted by companies [72].
their products or services. The latter encompasses those who are not directly targeted by companies
3. [72].
Key Benefits and Challenges Related to the Use of Digital Influencers in Organizations’
Promotional Activities
3. Key Benefits and Challenges Related to the Use of Digital Influencers in Organizations’
There is a Activities
Promotional whole range of reasons for using digital influencers in the marketing activities of an
organization, and a range of benefits resulting from such activities. Undoubtedly, the key and most
There is a whole range of reasons for using digital influencers in the marketing activities of an
frequently raised issue in all reports and studies is the connection between the content transmitted and
organization, and a range of benefits resulting from such activities. Undoubtedly, the key and most
a specific person. The influencer’s authentic message induces the trust of the recipients, and allows
frequently raised issue in all reports and studies is the connection between the content transmitted
relationships to be built with the recipients [34,45,53,74,75]. This is extremely important in today’s
and a specific person. The influencer’s authentic message induces the trust of the recipients, and
market conditions. According to Nielsen’s research, 92% of consumers worldwide trust user-generated
allows relationships to be built with the recipients [34,45,53,74,75]. This is extremely important in
content and word-of-mouth recommendations more than they trust advertising. Consequently,
today’s market conditions. According to Nielsen’s research, 92% of consumers worldwide trust user-
thegenerated
activities content
of influencers lead to the humanization
and word-of-mouth recommendations of the brand
more and thanimproved
they trustawareness
advertising. of its
existence [34,76–78].
Consequently, An important
the activities issue connected
of influencers lead to the with the activities
humanization ofinvolving
the brand the anduse of digital
improved
influencers is also the opportunity of easier access to precisely selected groups of recipients to deliver
the content [34,45].
Research conducted by Nielsen Catalina Solutions also indicates that activities involving
influencers contribute to increased sales of products. Their results indicate that the respondents
subjected to the influence of digital influencers purchased significantly more than the reference
group [79]. They confirm earlier research conducted in 2012 by Hubspot and Market Force. According to
the former, 71% of consumers are more likely to make purchases based on social media referrals [80].
On the other hand, according to the latter, 78% of consumers’ purchases are impacted by companies’
social media posts [81]. Global consumer research conducted by Rakuten Marketing at the turn of
December 2018 and January 2019 also indicates the impact of influencers on product sales. According to
the results, 80% of the respondents made the purchase recommended by the influencer by clicking on
the link or image [82].
An extremely important issue in the context of using influencers in the marketing activities of
an organization is that they are highly cost-effective. This is confirmed by the results of various
research. According to the ‘Influencer Marketing Benchmarking Report: 2020’, companies with a good
understanding of the activities in the area of influencer marketing obtain high average earned media
values of up to USD 18 per dollar spent on influencer marketing. Even average companies benefit from
a return of USD 5.78 per dollar spent on influencer marketing in 2019 [42]. Compared to 2018, this
increased from USD 5.20 [83]. The results of the research carried out by TapInfluence, together with
Nielsen Catalina Solutions, in cooperation with one of the Fortune 500 food brands, are even more
optimistic. According to their results, marketing campaigns based on the use of digital influencers
generate USD 23 per dollar spent. For the best banners, it is USD 4.30, and for ‘average’ banner ads, it
is USD 2.15 [84].
As far as the prospects for using influencer marketing are concerned, according to ‘The State of
Influencer Marketing 2018’ report, 39% of the surveyed companies planned to increase the budget
for activities in this area in 2018, considering them to be effective [85]. In turn, according to the
aforementioned ‘Influencer Marketing Benchmarking Report: 2019’, 86% of the surveyed companies
intended to allocate a part of their 2019 budgets to activities involving digital influencers. In 2017, this
percentage was 37%. At the same time, 63% of the surveyed companies intended to increase the share
of expenditures on influencer marketing in the following year [83]. The results of subsequent studies
indicate a growing trend in this area, and estimate it at 66% in 2020 [42]. This trend is also confirmed
by the research conducted on the Polish market among four hundred persons representing companies
operating in various industries. According to their results, 46.2% of the surveyed companies planned
to increase their budgets for influencer marketing in 2019 [45]. This trend is also confirmed by the
results of the global eMarketer survey conducted among 226 marketing managers (Chief Marketing
Officers). According to them, 30.5% of the respondents pointed to increasing their focus on influencer
marketing as an element of the advertising media mix [86].
At the same time, it should be noted that despite the relative freshness of activities in the influencer
marketing area, a number of emerging challenges can be observed, along with threats related to
this form of online promotion. Undoubtedly the most important of them is the influencer fraud
phenomenon, related to the fact that some of the accounts or profiles following influencers do not
belong to real people, but are only false accounts (fake followers), being the result of bots’ activities [87].
As a result of the occurrence of fraudulent ‘influencers’, a significant part of the funds spent on activities
in influencer marketing is wasted. According to the Points North Group report, out of USD 744 million
that brands spent on influencer marketing in 2018, USD 102 million was wasted on fake followers [88].
In the context of building trust in influencers, which is critical from the viewpoint of their effectiveness,
a very dangerous trend is the phenomenon of influencers suggesting they participate in promotional
activities for a particular company, while in fact this is not the case. At the heart of such activities (fake
sponsored content) lies the conviction of influencers (or rather people who aspire to be influencers)
that the more sponsors they have, the more trust in them they will gain. The phenomenon has become
so widespread that, in many cases, it is difficult to be sure whether or not certain content is really
sponsored [89]. The results of the study conducted for the Influencer Marketing Benchmark Report:
2020 show that influencer fraud is an increasing concern for respondents. More than 2/3 of them have
experienced various forms of influencer frauds [42].
Another important challenge connected with influencer marketing is the change in the algorithms
‘controlling’ content delivery to users on social media platforms (social algorithm changes), making the
content presented by influencers less visible for the target groups [90].
4. Materials and Methods

The aim of the article is to analyze the role and place of digital influencers in the functioning
and sustainable development of the digital advertising ecosystem, and the impact of the influencer
marketing concept on the processes of its transformation. In order to achieve this goal, a literature
analysis was conducted on the genesis, dynamics and directions of the development of the phenomenon
and its economic aspects. After the analysis of the secondary data in order to obtain primary data,
a questionnaire survey was conducted on a group of individual Internet users. The questions were
formulated based on the completed literature analysis. The selection of the group on which the research
was conducted was based on purposive sampling, and resulted from two issues. First of all, the aim
was to ensure that the persons participating in the research belong to the circle of persons who use
the Internet, and use social media intensively. The literature analysis and previous studies clearly
show that students are definitely such persons [6]. Secondly, it was important for the survey to include
persons from the so-called Generation Z; namely, people born in the mid-1990s and later. As the
literature analysis shows, Internet users from this generation are particularly susceptible to marketing
activities involving digital influencers, and will constitute a target group in the coming years, which is
important from the point of view of marketing activities [91]. Therefore, taking account of both of
the above factors, the sample consisted of full-time first- and second-degree students. At the same
time, it should be noted that, despite the fact that the selection of the population for the survey was a
deliberate choice, the survey itself was conducted on randomly selected groups of students. It was
assumed that a group of about one hundred respondents from each faculty would be surveyed.
The research aimed at acquiring primary data was carried out in the period from 14 January 2019
to 16 May 2019, and covered full-time students from all six main faculties of the Opole University of
Technology; i.e., the Faculty of Electrical Engineering, Automatic Control and Informatics (WEAiI); the
Faculty of Mechanical Engineering (WM); the Faculty of Construction and Architecture (WBiA); the
Faculty of Economics and Management (WEiZ); the Faculty of Production Engineering and Logistics
(WIPiL); and the Faculty of Physical Education and Physiotherapy (WWFiF). Due to a marginal
number of students, the research did not include students from the non-local faculty; i.e., the Faculty of
Technical Systems Engineering. Despite the fact that the selection of the population for the studies was
deliberate, the studies were carried out on randomly selected groups of students. These were groups
consisting of up to fifteen students who had laboratory classes (i.e., classes involving computers with
Internet access). All students from the groups filled in the questionnaire during laboratory classes
conducted at their faculties. This procedure of sampling was used because, due to personal data
protection and the General Data Protection Regulation in force in Poland, it is not possible to gain
access to the personal data of university students and carry out their individual random sampling.
The whole sampling procedure is presented in Figure 3.
Start
Establish the total number of full-time students
Calculate of the minimum sample size
Establish the number of laboratory groups at the faculties
Randomly select the groups for the survey
Stop
Sampling procedure
Figure 3. Sampling procedure (source: own
own source).
source).
In total,
In total,the
thesurvey
surveycovered
covereda group
a groupof 612
of respondents (about(about
612 respondents 100 people from each
100 people fromof the
eachfaculties
of the
covered by the study), and assumed questionnaires completed directly with the use
faculties covered by the study), and assumed questionnaires completed directly with the use of of Google Forms
(the total
Google number
Forms (theof full-time
total number students at the
of full-time Opole University
students at the OpoleofUniversity
Technology of is 3059). In terms
Technology of
is 3059).
gender,
In terms54% of the respondents
of gender, 54% of thewere men, whereas
respondents were 46%
men,were women.
whereas 46%Inwere
termswomen.
of educational
In termslevel,
of
77.1% of respondents were undergraduate students, whereas 23% were graduate students
educational level, 77.1% of respondents were undergraduate students, whereas 23% were graduate (see Table 1).
The research questionnaire comprised thirteen closed questions and eight sociodemographic
students (see Table 1). The research questionnaire comprised thirteen closed questions and eight questions.
A Likert scale was used
sociodemographic in theAcase
questions. of the
Likert four
scale closed
was usedquestions.
in the case of the four closed questions.
Table 1.
Table Educational level
1. Educational level of
of respondents.
respondents.
Faculty
Faculty WEiZ WIPIL
WEiZ WIPIL WBiA WEAiI
WBiA WEAiI WWFiF
WWFiF WM
WM Average
Average
undergraduate
undergraduate 81.3%
81.3% 85.9%
85.9% 70.4%
70.4% 76.6%
76.6% 73.2%
73.2% 75.0%
75.0% 77.1%
77.1%
graduate
graduate 18.8% 14.1%
18.8% 14.1% 29.6% 23.4%
29.6% 23.4% 26.8%
26.8% 25.0%
25.0% 23.0%
23.0%
Source:
Source: own
own elaboration on
elaboration on the
thebasis
basisofofsurvey results.
survey results.
In the context of the

the conducted
conducted primary
primary research,
research, the representativeness
representativeness of the examined sample
was assessed using the following formula:
N𝑁
𝑛n>>
4𝑑 (𝑁 − 1) (1)
(1)
11++ 4d2 (N−1)
u𝑢2 ∝
1− ∝
2
N
N == 3059
3059 (number
(number of
of full-time
full-time students
students at
at the
the Opole
Opole University
University of
of Technology)
Technology)
d = 5%, which is 0.05, 𝑢 = 1,96
d = 5%, which is 0.05, u ∝∝ = 1.96.
2
1− 2
The representative
representativesample
samplecalculated
calculatedfrom the the
from above formula
above is n >is
formula 341.
n >As341.
612 As
randomly selected
612 randomly
respondents
selected took parttook
respondents in the survey,
part in thethe results
survey, obtained
the in the survey
results obtained should
in the survey beshould
considered sufficient
be considered
to be generalized
sufficient to the entire
to be generalized population.
to the entire population.
questionsininwhich
In questions which thethe respondents
respondents assessed
assessed certain
certain issuesissues or phenomena,
or phenomena, the five-level
the five-level Likert
Likert scale was used. The questionnaire consisted of thirteen basic questions
scale was used. The questionnaire consisted of thirteen basic questions and a respondents’ particulars and a respondents’
particulars section.
section.
The following
followingresearch
researchhypothesis
hypothesis (H1)
(H1)was
wasadopted
adopted in the
in article: “Digital
the article: influencers
“Digital using using
influencers social
media media
social have more
haveand
moremore
andinfluence on promotional
more influence activitiesactivities
on promotional of the organization, changing changing
of the organization, more and
comprehensive
more and functioning
more comprehensive of on-line of
functioning promotional system”. At
on-line promotional the same
system”. time,
At the twotime,
same auxiliary
two
hypotheses
auxiliary were formulated:
hypotheses “There is a relationship
were formulated: “There is a between the manner
relationship between in which respondents
the manner in whichuse
the Internet and
respondents their
use the knowledge
Internet of the
and their digital influencer
knowledge concept”
of the digital (H2).concept”
influencer “There is a dependence
(H2). “There is a
between the between
dependence use of ad-block
the use solutions
of ad-block bysolutions
the respondents and the opinion
by the respondents theyopinion
and the express, concerning
they express,
the use of digital influencers by organizations in their promotional activities given
concerning the use of digital influencers by organizations in their promotional activities given the the increasingly
increasingly common advertisement
common advertisement blocking” (H3). blocking” (H3).
The hypotheses were formulated based on the completed literature analysis (see sections 1–3),
also taking into account the results of the author’s previously published studies (see [6]). It relates

The hypotheses were formulated based on the completed literature analysis (see Sections 1–3),
also taking
mainly to H3, intobutaccount
also H2.the results
When of the to
it comes author’s
H2, based previously published
on the results studies research
of previous (see [6]).presented
It relates
mainly to H3,
in [6] and but also H2.
the literature Whenon
analysis it Generation
comes to H2, Z,based
it wason the results
assumed thatofrespondents
previous research
belongingpresented
to this
in [6] and the literature analysis on Generation Z, it was assumed that respondents
group are very intensive users of the Internet and social media. In this context, it was hypothesized belonging to this
group are very intensive users of the Internet and social media. In this context,
that along with increasing users on-line activity, the probability that they have chance to encounter it was hypothesized
that along with
the concept of the increasing users on-line
digital influencer activity,
and its theutilization
practical probability is that they have
growing. chance
Literature to encounter
analysis on the
the concept of the digital influencer and its practical utilization is
ad-blocking phenomenon and our own previously-conducted research lead to the formulation growing. Literature analysis on
of H3.
the
Thead-blocking
results of our phenomenon
own research,and our own previously-conducted
presented in [6], clearly indicate research lead to the
the common usageformulation
of ad-block of
H3. The results of our own research, presented in [6], clearly indicate the common
solutions by students. Therefore, it was assumed that, as they block traditional forms of digital ads, usage of ad-block
solutions
this groupby students.
will Therefore,
be interested it was assumed
in alternative forms ofthat, as they
on-line block traditional
promotional forms
activities, suchof asdigital ads,
influencer
this group will
marketing and be interested inofalternative
perspectives forms of on-line
their development in the promotional
context the activities,
ad-blocking such as influencer
phenomenon’s
marketing
growth. and perspectives of their development in the context the ad-blocking phenomenon’s growth.
A wide range of secondary data was obtained to verify them. They
A wide range of secondary data was obtained to verify them. They come mainly from variouscome mainly from various
reports
reports and
and articles,
articles, asaswell
wellasasfrom
fromaasmall
smallnumber
numberofofbooksbooksonon digital
digitalinfluencers
influencers andandthethe
concept
concept of
influencer marketing. The comparative primary and secondary data analysis
of influencer marketing. The comparative primary and secondary data analysis led to the verificationled to the verification of
the adopted
of the adoptedresearch
research hypotheses.
hypotheses. The entire
The research
entire research procedure
procedure is shown
is shownin Figure
in Figure4. 4.
Beginning
Definition of the purpose of the research
Literature analysis
Formulation of research hypotheses
Determination of the research sample and the method of its selection
Preparation of questions for the questionnaire
Preparation of the questionnaire using Google Forms
Conducting the questionnaire survey
Compilation of tables with the data obtained
Data analysis
Comparison of results obtained from primary and secondary data
Verification of hypotheses and formulation of conclusions
End
Figure 4. Research procedure (source: own source).
5. Results
5. Results
The
The main
mainobjective of the
objective survey
of the was to
survey gain
was toknowledge about the
gain knowledge perception
about of digital influencers
the perception of digital
by the respondents, their role in the functioning of the on-line promotional system,
influencers by the respondents, their role in the functioning of the on-line promotional and the potential
system, and
impact on the changes taking place in this system.
the potential impact on the changes taking place in this system.
In terms of the way the respondents use the Internet, as representatives of Generation Z, the
surveyed group makes use of the Internet access very intensively. On average, over 42% (42.6%) of
them are online for more than five hours, and almost 68% (67.9%) of the respondents declared that
In terms of the way the respondents use the Internet, as representatives of Generation Z, the
surveyed
Sustainability
group12,makes use of the Internet access very intensively. On average, over 42% (42.6%) of
Sustainability 2020,
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them are online for more than five hours, and almost 68% (67.9%) of the respondents declared that
they
they are permanently online (‘always-on’). The most common
common social media
media platforms they
they use are
they are
are permanently
permanently onlineonline (‘always-on’).
(‘always-on’). The
The most
most common social
social media platforms
platforms they use
use are
are
Facebook,
Facebook, YouTube
YouTube and
and Instagram
Instagram (see
(seeFigure
Figure5).
5).
Facebook, YouTube and Instagram (see Figure 5).
100.0%
100.0% 92.9% 90.6%
92.9% 90.6%
90.0%
90.0%
80.0%
80.0%
70.0%
70.0%
60.0% 56.3%
56.3%
60.0%
50.0%
50.0%
40.0%
40.0% 31.8%
31.8%
30.0%
30.0%
20.0%
20.0% 10.7%
10.7%
10.0%
10.0%
0.0%
0.0%
Facebook
Facebook YouTube
YouTube Instagram
Instagram Snapchat
Snapchat Pinterest
Pinterest
Figure
Figure 5.
5. Social
Social media
media platforms
platforms most
most frequently
frequently used
used by
by the
the respondents
respondents (source:
(source: own
own research).
research).
The
The respondents
respondentsare
respondents arefamiliar
are familiarwith
familiar withthe
with thedigital
the digitalinfluencer
digital influencerconcept.
influencer concept.More
concept. More
More than seventy-six
than
than seventy-six
seventy-six percent
percent
percentof
the
of respondents
of the
the respondents
respondents admitted
admitted
admitted that they
that
that know
they
they know
knowthis
thisconcept
this concept(76.2%).
concept (76.2%).At
(76.2%). Atthe
At thesame
the sametime,
same time,when
time, when asked
when asked about
asked about
the
the type of influencers with the greatest impact on consumers, the respondents indicated celebrities
type of influencers with the greatest impact on consumers, the respondents indicated celebrities
(50.1%)
(50.1%) and
and experts
experts (37.9%),
(37.9%), and
(37.9%), and vice-versa
and vice-versa for
vice-versa for peer
for peer influencers
peer influencers (12.1%).
influencers (12.1%).
(12.1%).
Regarding
Regarding the importance of digital influencers in the context of
the importance of digital influencers in the context of the
the functioning
functioning ofof the
the online
online
promotional
promotional system, the majority of the respondents agree with the statement that the activities
system, the majority of the respondents agree with the statement that the activities
involving
involving them
them are
are more
more convincing
more convincing than
convincing than the
than the best
the best personalized
best personalized digital
personalized digital advertising
digital advertising (see
advertising (seeFigure
(see Figure6).
Figure 6).
6).
70.0%
70.0%
57.4%
57.4%
60.0%
60.0%
50.0%
50.0%
40.0%
40.0%
30.0%
30.0% 23.4%
23.4%
19.21%
19.21%
20.0%
20.0%
10.0%
10.0%
0.0%
0.0%
II agree
agree and
and II rather
rather agree
agree II totally
totally disagree
disagree and
and II II don't
don't have
have an
an opinion
opinion
rather disagree
rather disagree
Figure 6.
6. Respondents’
Figure 6. Respondents’ assessment of the effectiveness of activities involving digital influencers in
Figure Respondents’ assessment
assessment of
of the effectiveness of
the effectiveness of activities
activities involving
involving digital
digital influencers
influencers in
in
comparison
comparison with
with the
the best
best personalized
personalized advertisements
advertisements (source:
(source: own
own research).
research).
comparison with the best personalized advertisements (source: own research).
In terms
In terms of
of the
the factor
factor determining
factor determining
determining thethe effectiveness
effectiveness of
of digital
digital influencers’
digital influencers’ actions, the
influencers’ actions, the most
most
important aspect turned out to be trust in
trust in
important aspect turned out to be trust a particular
in aa particular person
particular person as
person as an
as an authority
an authority (see
authority (see Figure
(see Figure 7).
Figure 7).
7).
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40.0%
40.0%
33.9%
33.9%
35.0%
35.0%
30.0% 27.6%
27.6%
30.0%
25.0% 23.3%
23.3%
25.0%
20.0%
20.0%
15.0% 13.3%
13.3%
15.0%
10.0%
10.0%
5.0%
5.0%
0.0%
0.0%
Trust in
Trust in aa particular
particular Reliability of
Reliability of the
the Linking the
Linking the message
message No anonymity typical
No anonymity typical
person
person as as an
an message
message to
to aa particular
particular of
of digital
digital advertising
advertising
authority
authority person
person
Figure
Figure 7.7.
7. Respondents’
Respondents’ assessment
Respondents’ assessment of
assessment of factors
of factors determining
determining the
determining the effectiveness
effectiveness of activities
of activities involving
involving
digital
digital influencers (source: own
influencers (source:
(source: own research).
research).
According
According toto the
the respondents,
respondents, thethe most important effect
most important
important of influencers’
effect of influencers’ actions
actions is,
is, by far, the
by far, the
transfer
transfer of
ofinformation
information about
abouta specific
a product
specific productor service.
or On
service. the
On other
the hand,
other they
hand, considered
they
transfer of information about a specific product or service. On the other hand, they considered it
consideredmuchit
it
less
much important
much less for the
less important influencers
important for
for the to convince
the influencers
influencers to people
to convince to
convince people make
people to purchases
to make (see
make purchases Figure
purchases (see 8).
(see Figure
Figure 8).
8).
Increase
Increase brand
brand loyalty
loyalty 11.0%
11.0%
Convince
Convince one
one to
to make
make purchases
purchases 16.2%
16.2%
Increase brand
Increase brand awareness
awareness 25.3%
25.3%
Inform
Inform about
about the
the product/service
product/service 45.6%
45.6%
0.0%
0.0% 10.0%
10.0% 20.0%
20.0% 30.0%
30.0% 40.0%
40.0% 50.0%
50.0%
Figure 8.8.
Figure Respondents’
8.Respondents’ assessment
Respondents’assessment
assessment of the
the effects
of effects
of the effects of
of digital
of digital digital influencers’
activitiesactivities
influencers’
influencers’ activities (source:
(source:
(source: own own
own
research).
research).
research).
The latter issue was further analyzed in the next two questions. Regarding the influence of digital
The latter
influencers
The latter issue
on the
issue was further
further
respondents
was andanalyzed in the
the next
their purchasing
analyzed in next two questions.
questions.
decisions,
two Regarding
almost fifty-four
Regarding the influence
percent
the influence
(53.7%) ofof
digital
them influencers
digitalstated that there
influencers on
onwasthe respondents
thenorespondents and
such influence. their
andOver purchasing
theirthirty-eight
purchasing decisions,
percent almost
of thealmost
decisions, fifty-four
respondents percent
(38.1%)
fifty-four were
percent
(53.7%)
of of them
themopinion.
the opposite
(53.7%) of stated that
stated that there
At the wastime,
same
there was no such
no such
wheninfluence. Over thirty-eight
asked whether
influence. Over thirty-eight
various formspercent of the
the respondents
of influencers’
percent of respondents
activities
(38.1%)
in social were
(38.1%) mediaof
were the
the aopposite
ofhave significant
opposite opinion.
impact At
opinion. the
the same
same time,
on consumers’
At when
when asked
purchasing
time, whether
decisions,
asked various
various forms
the respondents
whether of
largely
forms of
influencers’
agreed activities
that such
influencers’ in social
a phenomenon
activities media have
takeshave
in social media a significant
placea(see impact
Figure 9).
significant on consumers’ purchasing decisions,
impact on consumers’ purchasing decisions,
the respondents
the respondents largely
largely agreed
agreed that
that such
such aa phenomenon
phenomenon takestakes place
place (see
(see Figure
Figure 9).
9).
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70.0%
70.0% 63.8%
63.8%
60.0%
60.0%
50.0%
50.0%
40.0%
40.0%
30.0%
30.0% 21.8%
21.8%
20.0%
20.0% 14.40%
14.40%
10.0%
10.0%
0.0%
0.0%
II agree
agree and
and II II totally
totally disagree
disagree II don't
don't have
have an
an
rather
rather agree
agree and
and II rather
rather opinion
opinion
disagree
disagree
9.
9. Respondents’
Figure 9. Respondents’ assessment
Respondents’ assessment of
assessment of the
of the impact
impact of consumers’
of digital influencers on consumers’
consumers’ purchasing
purchasing
decisions (source: own research).
own research).
At
At the
the end
end of
of the
the study,
study, two
study, two questions
two questions were
questions were asked
were asked about
asked about the
about the prospects
the prospects for
prospects for the
the development
the development of
development of
activities
activities involving digital
involving digital influencers.
digital influencers. In
influencers. In response
response to
response to the
the first
first of
of them,
them, the
the majority
majority of
of the respondents
the respondents
respondents
agree
agree with
with the
the statement
statement that
that the
the activities
involving digital
digital influencers
influencers will
will soon
soon develop
develop at
at the
the
expense of digital advertising (see Figure
expense of digital advertising (see Figure 10).
Figure 10).
10).
60.0% 56.4%
56.4%
60.0%
50.0%
50.0%
40.0%
40.0% 30.9%
30.9%
30.0%
30.0%
20.0%
20.0% 12.67%
12.67%
10.0%
10.0%
0.0%
0.0%
II agree
agree and
and II II totally
totally disagree
disagree II don't
don't have
have an
an
rather
rather agree
agree and
and II rather
rather opinion
opinion
disagree
disagree
Figure
Figure 10.
10. Respondents’
Respondents’ assessment
assessment of
of the
the prospects
prospects of
of activities
involving digital
digital influencers
influencers in
in the
the
context of their impact on digital advertising (source:
advertising (source:
context of their impact on digital advertising own research).
(source: own research).
research).
With
With reference
With reference
referenceto to the
tothe previous
theprevious question,
previousquestion,
question, the
the respondents
respondents
the respondents were
were
were asked
asked about
about
asked their
their
about assessment
assessment
their assessment of
of the
of
the
the impact
impact of
of the
impact the
the ad-blocking
of ad-blocking
ad-blocking phenomenon
phenomenon
phenomenon on
on the the
the development
on development
development of
of influencer
of influencer marketing.
marketing.
influencer In
In this
In this
marketing. case,case,
this the
case,
the
the majority
majority of them
majority of
of them
agreeagree
them with
with the
agree with the
the statement
statement that thethat
statement the
the development
development
that of
of the
of the digital
development digital
digital advertisement
theadvertisement blocking
advertisement
blocking
phenomenonphenomenon will
will contribute
blocking phenomenon contribute to organizations’
to organizations’
will contribute increased
increased increased
to organizations’ efforts
efforts to involve to involve
digital
efforts to digital
influencers
involve influencers
in on-line
digital influencers
in
in on-line
on-line promotional
promotional activities
activities (see
promotional Figure(see
activities 11).Figure
(see Figure 11).
11).
70.0%
58.1%
60.0%
50.0%
40.0%
30.0% 26.4%
20.0% 15.45%
10.0%
0.0%
I agree and I rather agree I totally disagree and I rather I don't have an opinion
disagree
11.Respondents’
Figure 11. Respondents’ assessment
assessment ofimpact
of the the impact of the development
of the development of ad-blocking
of ad-blocking on the
on the development
of activities involving
development digital
of activities influencers
involving (source:
digital own research).
influencers (source: own research).
6. Discussion
6. Discussion
By
By analyzing
analyzingthe theprimary
primary datadata collected
collected during
duringthe research
the research and comparing
and comparing them with
themthe earlier
with the
collected secondary data, several important conclusions can
earlier collected secondary data, several important conclusions can be drawn. The assumption thatbe drawn. The assumption that the
group
the group selected for the
selected forstudy use Internet
the study access and
use Internet social
access and media
social very intensively
media has been confirmed.
very intensively has been
Facebook (92.9%) and YouTube (90.6%) proved to be the most
confirmed. Facebook (92.9%) and YouTube (90.6%) proved to be the most important social important social platforms in this respect.
platforms
Instagram,
in this respect. most Instagram,
commonly used most for influencer
commonly marketing
used activitiesmarketing
for influencer (see [39]), activities
attracted much less
(see [39]),
attention among the respondents (56.3%). The study also indicates
attracted much less attention among the respondents (56.3%). The study also indicates that the that the respondents are often
familiar
respondents with arethe often
concept of digital
familiar with influencer
the concept (76.2%). It shows
of digital that celebrities
influencer (76.2%). (mega-influencers)
It shows that celebrities have
the greatest impact on consumers. It is worth noting that organizations
(mega-influencers) have the greatest impact on consumers. It is worth noting that organizations intend to gradually leave this
group of influencers and divest towards micro-influencers in their
intend to gradually leave this group of influencers and divest towards micro-influencers in their campaigns [42].
The majority
campaigns [42]. of the respondents expressed the opinion (Figure 6) that actions involving digital
influencers are more
The majority effective
of the than theexpressed
respondents best personalized
the opinion advertisements.
(Figure 6) thatThis is consistent
actions involving with the
digital
results of the research carried out by TapInfluence, together with
influencers are more effective than the best personalized advertisements. This is consistent with the their partners, which indicate the
much
resultshigher
of theeffectiveness
research carried of marketing campaigns based
out by TapInfluence, on influencers,
together even in comparison
with their partners, which indicate with the
the
best ad banners. In the case of ‘average’ banner ads, the gap is
much higher effectiveness of marketing campaigns based on influencers, even in comparison with growing even wider [84].
At the
the best same time,
ad banners. the case
In the results of our own
of ‘average’ research
banner ads,confirm
the gap the issue ofeven
is growing factors
widerdetermining
[84]. the
effectiveness of operations involving digital influencers, resulting
At the same time, the results of our own research confirm the issue of factors determining thefrom the analysis of secondary data.
It is clear fromofboth
effectiveness studies that
operations it is thedigital
involving linkageinfluencers,
of the message to a specific
resulting from the person that the
analysis recipients
of secondary
trust
data.which builds
It is clear his both
from or herstudies
credibilitythatinit the context
is the linkageof promoting
of the message a specificto aproduct
specificorperson
service, which
that the
affects the level of brand awareness (Figure 7).
recipients trust which builds his or her credibility in the context of promoting a specific product or
As the
service, which analysis
affectsofthethelevel
secondary
of brand data indicated(Figure
awareness the impact 7). of digital influencers’ activities on the
level Asof product
the analysis sales,
of wethealso decided
secondary to analyze
data indicated this
theissue
impactin the primary
of digital research. activities
influencers’ In this case,on the
the
results
level of product sales, we also decided to analyze this issue in the primary research. In this case,that
are not entirely clear. On the one hand, the majority of the respondents (53.7%) stated the
digital influencers do not have impact on their own purchasing decisions,
results are not entirely clear. On the one hand, the majority of the respondents (53.7%) stated that but, on the other hand, they
assessed that such an
digital influencers doinfluence
not haveisimpactgenerally present
on their own forpurchasing
consumers decisions,
(Figure 9). but, on the other hand,
The conducted research also indicates that the respondents
they assessed that such an influence is generally present for consumers (Figure evaluate that the9).activities involving
digitalThe influencers
conductedwill develop
research also inindicates
the coming thatyears, at the expense
the respondents of digital
evaluate that advertising
the activities(Figure 10).
involving
This is consistent with the data presented earlier, which indicate the
digital influencers will develop in the coming years, at the expense of digital advertising (Figure 10). increasing activity of companies
in
Thisthis
is area and their
consistent withgrowing
the data expenditures
presented earlier, on this
which form of marketing
indicate activities.
the increasing Theof
activity respondents
companies
also agree with the statement that there is a clear correlation between
in this area and their growing expenditures on this form of marketing activities. The respondents the increased activity involving
also
digital influencers and the development of ad-blocking (Figure 11),
agree with the statement that there is a clear correlation between the increased activity involving which also results from the analysis
of secondary
digital data. and the development of ad-blocking (Figure 11), which also results from the
influencers
Therefore,
analysis of secondary in the light
data.of the above remarks, it should be concluded that the results obtained from
the research do not give
Therefore, in the light grounds
of thefor rejecting
above the earlier
remarks, it should adopted research hypothesis
be concluded H1. obtained
that the results
from the research do not give grounds for rejecting the earlier adopted research hypothesis H1.
In order to verify the auxiliary hypotheses H2 and H3, Chi Quadrat Tests were performed. They
are performed to investigate the relationship between two nominal variables, X and Y. They were
In order to verify the auxiliary hypotheses H2 and H3, Chi Quadrat Tests were performed.
They are performed to investigate the relationship between two nominal variables, X and Y. They were
carried out with the significance level α = 0.05, checking whether the examined X and Y variables are
independent or not. The calculations were performed in the Statistica software.
In case of hypothesis H2, it was checked whether there is a relationship between the manner
in which the respondents use the Internet and their knowledge of the digital influencer concept.
Testing this hypothesis, the focus was on the group of the respondents who declared that they are
constantly online (always-on). The calculations performed to verify hypothesis H2 are presented
in Table 2. As p > α, there are no grounds for rejecting the zero hypothesis stating that there is no
correlation between the tested characteristics; therefore, hypothesis H2 has been negatively verified.
Table 2. Chi Quadrat test calculation results for H2.
Number of Marked Cells >10, Chiˆ2 Pearson: 1.41720, df = 1, p = 0.233864

Are you familiar with the Are you familiar with the
digital influencer concept, digital influencer concept,
i.e., a person who has a blog, i.e., a person who has a blog,
Are you a person Facebook, Instagram, Facebook, Instagram,
connected all the time to YouTube, Snapchat or other YouTube, Snapchat or other Row Total
the Internet social media account and social media account and
whose opinion can influence whose opinion can influence
at least several hundred at least several hundred
people? people?
(always-on) No Yes
Yes 884,320 2,825,680 3,710,000
No 395,680 1,264,320 1,660,000
Total 1,280,000 4,090,000 5,370,000
As p ≤ α, the zero hypothesis was rejected, and hypothesis H3 was accepted. Therefore, it was
demonstrated that there is a relationship between the respondents’ use of ad-block solutions and
their opinion about the influence of the ad-blocking phenomenon on the development of activities
involving digital influencers. The calculations performed to verify hypothesis H3 are presented in
Table 3. As shown earlier, in Figure 11, over fifty-eight percent of the respondents agree with the
statement that the development of the digital ad-blocking phenomenon will result in more widespread
use of digital influencers’ services in organizations’ online promotional activities.
Table 3. Results of Chi Quadrat test calculations for H3.
Number of Marked Cells >10, Chiˆ2 Pearson: 13.3961 df = 4, p = 0.009494

Do you agree with Do you agree with Do you agree with Do you agree with Do you agree with
the statement that the statement that the statement that the statement that the statement that
the development the development the development the development the development
of the digital of the digital of the digital of the digital of the digital
ad-blocking ad-blocking ad-blocking ad-blocking ad-blocking
Do you use
phenomenon will phenomenon will phenomenon will phenomenon will phenomenon will
ad-blocking
make make make make make
software Row Total
organizations use organizations use organizations use organizations use organizations use
such as
digital influencers digital influencers digital influencers digital influencers digital influencers
Adblock?
more and more more and more more and more more and more more and more
often in their often in their often in their often in their often in their
on-line on-line on-line on-line on-line
promotional promotional promotional promotional promotional
activities? activities? activities? activities? activities?
I don’t have an
I rather agree. I rather disagree. I totally agree. I totally disagree.
opinion.
Yes 1,288,235 2,290,196 4,580,392 787,255 1,574,510 2,920,000
No 511,765 909,804 1,819,608 312,745 625,490 1,160,000
Total 1,800,000 320,000 640,000 1,100,000 220,000 4,080,000
7. Conclusions
The study presented in the article addressed digital influencers and the concept of influencer
marketing as a new and increasingly important trend in terms of online marketing activities. Influencer
marketing has become the fastest growing trend in communication with customers, changing the
functioning of entire industries and constituting a critical factor of success for many of them. However,
despite the growing role of digital influencers in the marketing activities of organizations and the
increasing expenditure of companies on this form of marketing activities, the issue is still understudied.
The aim of the study was to determine the function, position and significance of digital influencers in
the entire online promotion system, and to state how the concept of influencer marketing influences
its sustainable development. The primary research addressed respondents belonging to Generation
Z; i.e., the group of consumers for whom this form of marketing activities is particularly important.
Generation Z is a growing group of consumers which will be more and more important and influential
year by year.
The results of the primary and secondary research confirmed the growing importance of influencers
in the functioning of the digital promotion ecosystem and their impact on its further sustainable
development. The study identified the main reasons for the development of the concept of influencer
marketing and the key issues determining the effectiveness of marketing campaigns conducted with
the use of influencers. The threats that may affect the future development of the concept of influencer
marketing were also explored.
The main findings of the study are as follows:
1. Digital influencers have more and more influence on the way the promotional activities of modern
organizations are conducted, and change the ways the online promotional system works.
2. There are four main types of digital influencers corresponding to the following categories: number
of followers, motivation to take action, communication platforms, and the type of their activity.
3. The key criteria for the effectiveness of activities taken by digital influencers include trust in
a given person being an authority, the credibility of the message communicated and the link
between the message and a specific person.
4. The most important effects of activities taken by digital influencers include the transfer of
information about a specific product or service and their impact on increasing brand awareness.
5. Digital influencer activities will develop in the near future at the expense of digital advertising.
6. Due to the development of blocking digital advertising, organizations will use digital influencers
in their online promotional activities more widely.
To sum up, the study showed how digital influencers influence the promotional activities of
organizations carried out in e-space, and how they can support the existing forms of activities which
increasingly less effective due to various phenomena, such as ad-blocking. It also showed how the
changes are perceived by consumers belonging to Generation Z.
Even though the primary studies were carried out on a relatively large sample, they have, like
any such studies, their obvious limitations. This is mainly due to the fact that they were carried out
among people who belong to Generation Z from a single academic center and country. Therefore,
further comparative studies in other domestic and foreign centers are necessary and, indeed, planned.
They will include students from four domestic and three foreign universities. Such studies will provide
a much broader picture of the phenomenon and its dynamics, and will fill the existing research gap
to an even greater extent. In addition to elaborating on and detailing certain issues, such as the real
impact of digital influencers on the sale of products or services, such studies should also include
respondents’ perceptions of such negative phenomena as fake followers or fake sponsored content.
In the future, they may have a real impact on the further development of the influencer marketing
concept, and may adversely affect the perception of and trust in digital influencers.
Funding: This research received no external funding.

Conflicts of Interest: The author declares no conflict of interest.
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Organizations perceive influencers as opinion leaders, mediating in the distribution of information

4. Materials and Methods

Establish the total number of full-time students

Calculate of the minimum sample size

Establish the number of laboratory groups at the faculties

Randomly select the groups for the survey

In the context of the

Sustainability 2020, 12, x FOR PEER REVIEW 9 of 21

Definition of the purpose of the research

Formulation of research hypotheses

Determination of the research sample and the method of its selection

Preparation of questions for the questionnaire

Preparation of the questionnaire using Google Forms

Conducting the questionnaire survey

Compilation of tables with the data obtained

Comparison of results obtained from primary and secondary data

Verification of hypotheses and formulation of conclusions

Figure 4. Research procedure (source: own source).

Table 2. Chi Quadrat test calculation results for H2.

Number of Marked Cells >10, Chiˆ2 Pearson: 1.41720, df = 1, p = 0.233864

Table 3. Results of Chi Quadrat test calculations for H3.

Number of Marked Cells >10, Chiˆ2 Pearson: 13.3961 df = 4, p = 0.009494

Funding: This research received no external funding.

Conflicts of Interest: The author declares no conflict of interest.

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