Correia, Inês Alexandra Barbosa da Veiga Pereira BeiraTóth, Adam2023-01-102023-01-102022-11-29http://hdl.handle.net/10400.22/21408short, influencer marketing could be described as the use of influential personalities to promote a service, product or brand. This form of marketing is becoming more popular year by year in almost every part of the world. When reffering to influencer marketing and influencers, we mainly think of influencer influencing their target audience on social media. Anyone who has an influence over a specific audience is considered an influencer. It does not have to be only actors, singers or other celebrities, but also, for example, experts in a certain field, journalists, or social media stars. The number of fans (i.e. followers) is not always important. Cooperation with several micro-influencers can in many cases be more effective and cheaper than cooperation with one well-known influencer, especially if promoting a very specific product for a narrow target group. The main purpose of this report is to explore the field of influencer marketing both from theoretical and practical point of view. As a part of my studies, I have undergone a 4 month internship as a influencer marketing consultant, so in this report I will summarize how is the theory applied in practice, how are influencer marketing campaigns ran and planned, and the impact of this internship on my personal development and knowledge. Influencer marketing is a great digital marketing tool for companies, and if done right, can be quite effective, relatively inexpensive, reach a lot of new customer, or strengthen a brand image. No marketing campaign is alike, and its effectiveness will be, at the end, determined how well it was planned. In order to execute an effective influencer marketing campaign, a great deal of planning is neccessary as clear objectives has to be set, proper strategy has to be drafted, clear message needs to be articulated, or proper reporting has to be done.engInfluencer marketingInfluencerSocial mediaInternship reportmaster thesis203155939