Use of influence marketing to promote goods on social networks

Abstract

The development of digitalization and the conditions of the pandemic necessitate the transfer of economic activity of companies to the digital environment. Marketing activities are also changing due to pandemic constraints. The result is a reduction in the available means of promoting goods and services offline, but the use of social networks can compensate for these lost opportunities. The use of social networks to promote goods and services is not limited to the country. Representation of companies and brands on such platforms as Facebook, Instagram, Youtube allows you to attract a large audience and cover different regions and countries. Customers’ trust, which can be gained through influencers, is of particular importance in marketing campaigns of this format. The article suggests the stages of influence marketing for the promotion of a product or brand on social networks. The proposed sequence of stages is universal and can be adapted to the needs of each individual company, regardless of its specialization. The proposed sequence includes all stages, from planning an influencer marketing campaign to analyzing its effectiveness.

Keywords

• marketing
• promotion
• influencers
• digital economy
• social networks