Why Influencer Marketing Specialists Are Vital for Modern Brands

Globally, chatbots are now used by such companies as Bank of America, eBay, H&M, Pizza Hut, Samsung, Microsoft, Amazon, Subway, Zalando, while in Poland they include Alior Bank, Bank Millenium, ING Bank Śląski, Warta Insurance, Pizza Hut Polska, GPW, Tymbark, and many many others. These days, the most common sort of chatbots available on the market are so-called rule-based chatbots, whose function is limited to running just in the area of 

specifi c, closed databases. Therefore, although there are often dubious views about the potential among the individuals who engaged with chatbots, the questions they posed went beyond the understanding of a chatbot at a particular point.Companies and brands have to decide what limits to impose as their bots develop over time since bots are meant to be dynamic, capable of learning and changing (Daugherty, Wilson, 2018, p. 94). The dynamics 

artificial intelligence (AI) development will clearly be associated with further development of chatbots. Since so-called narrow artificial intelligence is restricted to particular human talents, such as driving a car or playing chess, we handle it now. It does not allows a completeExperts believe that there is a greater than 10% probability AGI will be developed before 2028; digital technology and the Internet provided us priceless resources: new media, in common 

Therefore it can be concluded

that observed dynamics and directions of the development of digital technologies, their diversity and a degree of market absorption (actual implementations – companies/brands, areas of applications), are strongly related to human behaviour, especially as a consumer, infl uencing their preferences, expectations, and professed values better than 50 percent chance by 2025. It is 90% expected that businesses and brands striving to maximize their profits will 

seek to build specific networks in which chatbots might fulfill designated purposes while still in interaction and only working with other bots by the end of this century. Consequently, a human's function would be more largely focused on straight programming operations, administering and controlling such systems (e.g., chatbot trainer, chatbot manager, etc.). Fascinatingly, it is more often claimed that chatbots will not only be significant in commercial 

or consumer terms but also help shape the subsequent evolution of the Digital Society.By 2025, experts estimate that leaving a chatbot behind that will speak like we did, would know our stories from the past and soothe our family after our death. Such "digital doubles" will also show up instead of the living. Celebrities will utilize bots to establish their presence on social media, reply to comments on Facebook, and post images and signatures on Instragram. 

They can also reply to emails plan

meetings or social gatherings. This will be our digital outsourcing of life and life after death (Wal sh, 2017, p. 242). It will gently raise expectations from possibilities that chatbots present, so enforcing on businesses or brands a need to methodically adopt or multiply capability that they will be able to realize that manner.People have evolved; people have developed technology simultaneously employing them to produce their next generations. This makes the 

technical development the continuation of the biological evolution. Only in several hundred thousand years did Homo sapiens evolve; the technologies they produced need only decades of thousands of years to be completely developed and suitable for general use (Kur zweil, 2016, p. 53-55). It is difficult to forecast, nevertheless, whether the noted changes will be homogeneous. Their ratht chance is Barrat, 2015, p. 25. It will definitely speed up processes 

of employment for chatbots and staff members in separate departments or groups of roles as complimentary ecosystems. However, it is important to segregate these areas specifically so that, for a guy, chatbot employment is not competing but rather serves as a real complement and support tool. Humans doing what they do best—exercising their judgment and social skills to help consumers purchase things that better fit their needs—while artificial intelligence 

Is doing what it does best sifting 

through and analyzing copious data to prescribe particular actions (Dau gherty, Wilson, 2018, p. 90).  Growing numbers of open source platforms and resources can also increase a number of solutions that will be directly designed and serviced by businesses or brands using them (typical solutions based on the most popular functionalities) with simultaneous development of marketing services, agencies and media houses orientated at preparing and 

management of customized solutions).Chatbots are currently usually built on top of already- existing messaging systems like Facebook Messenger or WhatsApp. Chatbots like Facebook message or Slack let a corporation or brand right where the action is – in chat and message apps. In this sense, consumers and prospects can obtain the knowledge and experience they are looking for where it is most likely to reflect cognitive and emotional processes, which take 

place in human brain. Research and work on its latter levels, however, are still under progress (Tegmark, 2017, p. 39):The effects of influencer marketing on brand image were analyzed with the help of the IMEA model (see Figure 4), which was newly developed by the authors of this paper based on Kapferer’s (2012) brand identity prism. It was found that the research design served the research purpose only to a limited extent since influencer marketing is 

Conclusion

strongly interwoven with other marketing activities. This means that the effects of influencer marketing cannot be singled out and measured separately. Thus, it may be concluded that the control group was already influenced prior to the focus groups, as Nike is a well-known brand and participants are likely to already have been exposed to Nike’s marketing prior to participating in this study. Furthermore, it needs to be noted that the study is of exploratory 

nature. The findings can only be generalized to a limited extent due to the single case study approach and the demographics of the participants as well as the number of conducted focus groups. Theoretical Relevance The IMEA model that was created for the purpose of this research is based on Kapferer’s (2012) brand identity prism (2012). To structure the findings, the IMEA model gave clear guidelines and made a comparison between Nike’s brand identity 

and Nike’s perceived image possible. Since Kapferer's (2012) identity prism consists of both an externalization and internalization element, not all elements of the prism could be discussed in depth with the use of focus groups. Participants did not have a clear idea about Nike’s culture (internalization) and found it difficult to express the element of self-image