ПРОДВИЖЕНИЕ ТОВАРОВ В СОЦИАЛЬНЫХ СЕТЯХ С ПОМОЩЬЮ ПРИВЛЕЧЕНИЯ ЛИДЕРОВ МНЕНИЙ

Кузнечно-штамповочное производство. Обработка материалов давлением. 2021. № 10. С. 39–47.

Володин А. А.

Companies operating in the Russian market, especially the metallurgical complex, support their traditional approaches in the field of influence marketing, inviting celebrities to support their brands. At the same time, digital models appear in various markets as opinion leaders (influencers). Virtual opinion leaders are a new phenomenon in social networks. Comparisons between real and virtual opinion leaders at the first three stages of adopting AIDA consumer behavior are made, namely at the stages of primary interest in influencers, account, interest in a product on a social network page, desire to buy a product. The study showed that a lower level of trust in a virtual person as an expert in the market does not affect the intention to buy a product. The results of the study can be used when making decisions about working with opinion leaders.

Keywords: brand, influencer, маркетинг влияния, инфлюенсер, influence marketing, brand face, company face, virtual influencer, виртуальный инфлюенсер, лицо компании, лицо бренда