Znaczenie influencer parentingu w zarządzaniu markami

The aim of the study is to assess the possibilities of using influencer parenting in the brand communication activities on the Polish market and it’s impact on the decision-making process of future consumers. The subject of the study was to analyze the use of social media, mainly Instagram in managing the image of the child, as well as cooperation of parenting influencers with campanies. This publication uses one method of qualitative research – a case study of specific brands – with analysis of collaborations undertaken by selected influencers. The study found that parenting influencers relatively often share the image of a child when creating promotional content. The literature used includes scientifics publications, online articles and legal acts. Publications and documents contained a detailed description of selected issues, were also an inspiration for the considerations and research contained in this study.