title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸Ð½ÑÐ»ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÐ²ÐµÐ»Ð¸ÑÐ½ÑÑ ÑÐºÑÐ°ÑÐµÐ½Ð¸Ð¹
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Development of an influencer marketing strategy for a new jewelry brand.
Creators: name: Ð¢ÑÑÑÑÐµÐ²Ð°, ÐÐ¸Ð°Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2022
Subjects: ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¸Ð½ÑÐ»ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
influencer marketing strategy
positioning development
organization promotion
marketing communications

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸, Ð³Ð´Ðµ Ð²Ð°Ð¶Ð½ÑÑ ÑÐ¾Ð»Ñ Ð¸Ð³ÑÐ°ÐµÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¸Ð½ÑÐ»ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ñ ÑÐµÐ»ÑÑ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÐ²ÐµÐ»Ð¸ÑÐ½ÑÑ ÑÐºÑÐ°ÑÐµÐ½Ð¸Ð¹ Ð½Ð° ÑÑÐ½Ð¾Ðº. Ð¢Ð°ÐºÐ¸Ð¼ Ð¾Ð±ÑÐ°Ð·Ð¾Ð¼, Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð°ÑÑÐ¸Ð±ÑÑÐ¸ÐºÐ¸ Ð±ÑÐµÐ½Ð´Ð° "Re cornuto",Ð¡Ð¸ÑÑÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÐµÐºÑÐ°, Ð¡Ð¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð¿Ð¾ÑÑÑÐµÑÐ° Ð¸Ð´ÐµÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»Ñ Ð±ÑÐµÐ½Ð´Ð°, ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð°ÑÑÐµÑÐ¸Ð¿Ð¾Ð² Ð±ÑÐµÐ½Ð´Ð° Ð¿Ð¾ Ð®Ð½Ð³Ñ, Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÐ²ÐµÐ»Ð¸ÑÐ½ÑÑ ÑÐºÑÐ°ÑÐµÐ½Ð¸Ð¹ ÑÐ¾Ð³Ð»Ð°ÑÐ½Ð¾ Ð°ÑÑÐµÑÐ¸Ð¿Ð°Ð¼ Ð±ÑÐµÐ½Ð´Ð°, Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÐ²ÐµÐ»Ð¸ÑÐ½ÑÑ ÑÐºÑÐ°ÑÐµÐ½Ð¸Ð¹.Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÐ°Ð»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° "Re cornuto" Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ Ð¸ Ð½Ð° Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ°Ñ, Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¸Ð½ÑÐ»ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¾ÑÐµÐ½ÐºÐ° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ñ Ð·Ð°ÑÑÐ°Ñ Ð½Ð° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ.
description: This work is devoted to the development of the main directions of the marketing strategy, where the influencer marketing strategy plays an important role in order to bring a new brand of jewelry to the market. Thus, the following tasks were solved: Development of attributes of the brand "Re cornuto", Situational analysis of the business project, Drawing up a portrait of the ideal consumer of the brand, Definition of brand archetypes according to Jung, Development of a target marketing srategy and positioning of a new jewelry brand according to brand archetypes, Development of a promotion strategy for a new jewelry brand. The result of the study was the development of measures to promote the "Re cornuto" brand in social networks and Internet resources, the rationale for the concept of influencer marketing and the formation of marketing communications to attract the target audience, as well as an assesment of the economic costs of promotion.