title: ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð½Ð° Ð¿ÑÐ¾ÑÐµÑÑ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ñ Ð¾ Ð¿Ð¾ÐºÑÐ¿ÐºÐµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÐ¼Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Research of Influence marketing influence on consumer purchase decision process
Creators: name: ÐÐ½Ð´ÑÐµÐµÐ²Ð°, ÐÐ»Ð¸Ð·Ð°Ð²ÐµÑÐ°
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: 2021
Subjects: ÐÑÐ¸Ð½ÑÑÐ¸Ðµ ÑÐµÑÐµÐ½Ð¸Ð¹
Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
Ð±Ð»Ð¾Ð³ÐµÑÑ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
Ð±ÑÐµÐ½Ð´
influencer marketing
social netwroks
bloggers
promotion
brand

description: ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ ÑÐ¾Ð²Ð°ÑÐ¾Ð² Ð¸ ÑÑÐ»ÑÐ³ Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. Ð¦ÐµÐ»ÑÑ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ¸ Ð´Ð»Ñ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. ÐÐ°Ð½Ð¾ Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ðµ Ð¿Ð¾ÑÑÑÐµÑÐ¾Ð² Ð°ÐºÑÐ¸Ð²Ð½ÑÑ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÐµÐ¹, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ð¹, ÑÐ²ÑÐ·Ð°Ð½Ð½ÑÑ Ñ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð¼. ÐÑÑÐ²Ð»ÐµÐ½Ð¾ Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ðµ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ ÐºÐ°ÑÐµÐ³Ð¾ÑÐ¸Ð¹ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ðº Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑÐ°Ð¼. ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ Ð¿Ð¾Ð¿ÑÐ»ÑÑÐ½ÑÐµ ÐºÐ°ÑÐµÐ³Ð¾ÑÐ¸Ð¸ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑÐ¾Ð² Ð¸ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ Ð¿ÑÐ¸Ð²Ð»ÐµÐºÐ°ÑÐµÐ»ÑÐ½ÑÐµ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Ð´Ð»Ñ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ð¸Ñ Ñ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ¼Ð¸ ÑÐµÑÐ¸. ÐÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½ Ð¸ Ð¾ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸Ð·Ð¾Ð²Ð°Ð½ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°ÑÐ¸Ð¹ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. Ð£ÑÑÐ°Ð½Ð¾Ð²Ð»ÐµÐ½Ñ ÑÑÐµÐ¿ÐµÐ½Ñ Ð´Ð¾Ð²ÐµÑÐ¸Ñ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ ÑÐµÑÐ¸ Ðº ÑÐ¾Ð²Ð°ÑÑ Ð¸ ÑÑÐ»ÑÐ³Ð°Ð¼, ÑÐµÐºÐ»Ð°Ð¼Ð¸ÑÑÐµÐ¼ÑÐ¼ Ð¿Ð¾ÑÑÐµÐ´ÑÑÐ²Ð¾Ð¼ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ Ðº ÑÐºÑÑÑÑÐ¼ Ð¸ ÑÐ²Ð½ÑÐ¼ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¼ ÑÐ¾Ð¾Ð±ÑÐµÐ½Ð¸ÑÐ¼, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ¾Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ðµ Ð»Ð¸ÑÐ½Ð¾ÑÑÐ½ÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸Ðº Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ Ð¸ ÑÑÐ¾Ð²Ð½Ñ Ð¸Ñ Ð´Ð¾Ð²ÐµÑÐ¸Ñ Ðº Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑÐ°Ð¼. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑÐ¾Ð² Ð¸ Ð±ÑÐµÐ½Ð´Ð¾Ð². ÐÐ¾Ð½ÐµÑÐ½ÑÐ¼ Ð¸ÑÐ¾Ð³Ð¾Ð¼ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð½Ð° Ð¿ÑÐ¾ÑÐµÑÑ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ñ Ð¾ Ð¿Ð¾ÐºÑÐ¿ÐºÐµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÐ¼Ð¸.
description: The object of the study is the promotion of goods and services using influencer marketing. The purpose of the final qualification work is to develop a methodology for implementing an effective influencer marketing campaign. The description of portraits of active users of social networks, as well as the basic concepts related to influencer marketing is given. The attitude of the main categories of consumers to the in-fluencers is revealed. The most popular categories of influencers and the most attractive platforms for their interaction with the users of the network have been identified. The tools of influencer marketing are presented and characterized. The degree of trust of network users in the goods and servicesadvertised through influencer marketing, the attitude of users to hidden and explicit advertising messages, as well as the ratio of personal characteristics of users and the level of their trust in influencers are established. Based on the results obtained, an algorithm for the interaction of influencers and brands has been developed. The final result of the final qualifying work is the development of a program for empirical research of the influence of influencer marketing on the decision-making process of purchasing by consumers.