Influencers as effective tools of modern internet marketing

Proshchenko Andrii
Postgraduate Student, Department of Commercial Activity and Logistics, Kyiv National Economic University named after Vadym Hetman, Ukraine, e-mail: ProAndru@gmail.com, ORCID ID: https://orcid.org/0000-0002-0281-0993

Cite this article:

Proshchenko, A. (2023). Influencers as effective tools of modern internet marketing [Infliuensery yak efektyvni instrumenty suchasnoho internet-marketynhu], Socio-economic research bulletin, Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 1-2 (84-85), pp. 157–170.

Abstract

The article considers an influence marketing using as a tool of modern Internet marketing. The purpose of the article is a detailed analysis of the effectiveness of using influencer marketing as a tool of modern Internet marketing, identifying the advantages and disadvantages of this approach, determining the best practices and strategies for using influencers for successful promotion of a brand, goods and services on the Internet. The study is aimed at revealing the possibilities of using influence marketing to attract the target audience, increase sales and customer loyalty. The subject of the research is the study of the influencer’s role in modern Internet marketing. Methods of scientific sources analysis and statistical analysis of data obtained from surveys of influencers and marketers are used. The purpose and tasks of influencer marketing are highlighted. The volume of the global influence marketing market for 2016-2022 is analyzed. The main types of influencers are characterized and their features are highlighted. Advantages and disadvantages of influencer marketing are highlighted. The stages of organizing work with influencers in influence marketing are proposed. The criteria for choosing an influencer are highlighted. Research has shown that collaboration with influencers can be a very effective Internet marketing tool, especially for small and medium-sized brands. However, the success of the collaboration depends on factors such as the number of followers, audience engagement, the alignment of brand and influencer values, the frequency of work with the brand, and the results of past collaborations. The study provides a detailed analysis of various criteria that influence on success cooperation with influencers and provides recommendations for selecting the most effective influencers. The results of the study can be useful for marketers and marketing managers who are planning to work with influencers. The provided recommendations on the choice of influencers are aimed at increasing the effectiveness of marketing campaigns and gaining a competitive position on the market.

Keywords

influencers; Internet marketing; social media; brand; cooperation; followers; values; results; efficiency.

JEL classification:M310; DOI:https://doi.org/10.33987/vsed.1-2(84-85).2023.157-170

UD classification: 004.89:658.8

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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