Influencer marketing in marketing communications of brand

The article deals with influencer marketing in marketing communication used for the purposes of creating and strengthening the brand image. The author’s intention is to indicate the growing interest and importance of opinion leaders, the so-called influencers, in integrated marketing communication in modern and effective brand creation and communication. Based on the study of literature and qualitative research, the article presents the essence of influencer marketing, its strengths and weaknesses. The possibilities of its use in integrated communication as well as the factors determining its application and efficiency conditions are discussed. In particular, the focus is on type of influencers as main factor of communication optimization.