INFLUENCE MARKETING AS A EFFECTIVE INSTRUMENT OF BRAND PROMOTION IN SOCIAL MEDIA

The article considers the concepts, purpose, reasons for the formation and development of marketing influence in social networks. The precondition for the emergence of this marketing tool was the active growth of the number of Internet users and, as a consequence, the reorientation of brands to the online environment. It is substantiated that social networks are a modern space for the promotion of goods and services. The increase in the number of users of social networks has led to the emergence of people who develop accounts and are able to influence other users by supporting information with their own authority. In this regard, persons who have acquired the status of influencers are invited by brands to cooperate in order to promote goods and services. The conditions for the formation of a successful influence of the influencer on the audience are determined. An example of the influence of a telecommunications brand campaign is given, the main task of which was to increase the active audience by attracting celebrities to the account. The mechanism of influence of the influencer on the audience is analyzed. The authors determined that this mechanism includes the image of the individual and the image of the page in a particular social network. The combination of these components provides a basis for the formation of interest in the audience and the subsequent possibility of marketing impact. Specific parameters that affect the image of the person and the image of the page are given. The behavior of the influencer is described. It is emphasized that native advertising is more effective due to the demanding and adaptability of the audience to advertisements. Influence marketing plays an important role in the mechanism of purchasing decisions, as it directly affects the formation of sources of information about a product or service. The authors conclude that the ultimate goal of impact marketing is to purchase a product or service that has been the subject of marketing influence.