Influencer marketing in brand competitiveness building (case of Baltic Natur Park)

Abstract

Purpose: The objective of the paper is to assess the role of influencer marketing in effectively building and increasing brand competitiveness. Design/methodology/approach: The paper was written on the basis of an analysis of the literature of the subject and it presents the case of Baltic Natur Park based in Niechorze, which employed the tools of influencer marketing to build the company’s image and develop its brand on the market of tourist services in the coastal region, and which simultaneously managed to increase the competitiveness of its operations. Findings: The implementation of influencer marketing in Baltic Natur Park has significantly affected brand development by increasing the quality and quantity of the orders the brand fulfilled. The results achieved by Baltic Natur Park demonstrate explicitly a positive assessment of influencer marketing in brand promotion. Research limitations/implications: The analysis conducted further provides evidence that influencer marketing may constitute promotion not only of a brand itself, but also, when used in a broader scope, it may improve a region’s competitiveness. Practical implications: The study results are also a signal for all institutions and individuals, including managers, individuals managing a brand and a region, that the use of contemporary marketing tools for brand promotion, such as, inter alia influencer marketing, is an option worth considering. Originality/value: The article presents a case study and can be an example and inspiration for other companies when taking innovative actions to build a competitive brand on the market. In addition, it can be used by scientists, business practitioners and students. Keywords: marketing, influencer marketing, brand, competitiveness. Category of the paper: research paper, case study.