Статьи

THE ROLE OF INFLUENCE MARKETING IN THE RUSSIAN MODERN MEDIA SPACE [РОЛЬ ВЛИЯНИЯ МАРКЕТИНГА В СОВРЕМЕННОМ РОССИЙСКОМ МЕДИАПРОСТРАНСТВЕ]

Kostin D.M. 

Kostin Denis Maksimovich - professor, DEPARTMENT OF JOURNALISM AND TELEVISION TECHNOLOGIES, INSTITUTE OF SOCIAL ENGINEERING, RUSSIAN STATE UNIVERSITY NAMED AFTER ALEXEY KOSYGIN, MOSCOW

Abstract: this article examines the role of influence marketing in shaping brand image and interacting with the audience in the modern media space. Special attention is given to the significance of this marketing tool for capturing consumer attention, analyzing the advantages and limitations of using influence marketing in contemporary realities. The author highlights the key trends in the development of the influencer marketing market.

Keywords: influence marketing, bloggers, media space, advertising campaigns, marketing strategies, audience interaction.

Костин Д.М. 

Костин Денис Максимович - профессор, кафедра журналистики и телевизионных технологий, Институт социальной инженерии Российский государственный университет имени Алексея Косыгина, г. Москва

Аннотация: в данной статье рассматривается роль маркетинга влияния в формировании имиджа бренда и взаимодействии с аудиторией в современном медиапространстве. Особое внимание уделено значению этого маркетингового инструмента для привлечения внимания потребителей, анализу преимуществ и ограничений использования маркетинга влияния в современных реалиях. Автор выделяет ключевые тенденции развития рынка инфлюенс-маркетинга.

Ключевые слова: маркетинг влияния, блогеры, медиапространство, рекламные кампании, маркетинговые стратегии, взаимодействие с аудиторией.

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Cсылка для цитирования на русском языке. Kostin D.M. THE ROLE OF INFLUENCE MARKETING IN THE RUSSIAN MODERN MEDIA SPACE [РОЛЬ ВЛИЯНИЯ МАРКЕТИНГА В СОВРЕМЕННОМ РОССИЙСКОМ МЕДИАПРОСТРАНСТВЕ] // European science № 2(66), 2023. C. {см. журнал}

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