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Title: Opinion leaders in influence marketing as innovative instrument of brand promotion and digitalization
Other Titles: Використання лідерів думок як інструменту маркетингу впливу при просуванні брендів та діджиталізації
Использование лидеров мнений как инструмента маркетинга влияния при продвижении бренда и диджитализации
Authors: Bilovodska, Olena
Kulik, Daria
Keywords: opinion leaders
influence marketing
advertizing campaign
Issue Date: Jun-2020
Citation: Bilovodska O. Opinion leaders in influence marketing as innovative instrument of brand promotion and digitalization [Електронний ресурс] / O. Bilovodska, D. Kulik // International Marketing and Management of Innovations. – 2020. – № 5. – P. 105-112. – Режим доступу:
Source: International Marketing and Management of Innovations
Международный маркетинг и управление инновациями
Abstract: In article it is investigated the modern instrument to promoting the goods and services based on involvement of famous people to brand’s advertizing. Possible advantages and disadvantages of using this tool are analysed. Opinion leaders types, recommendations for their searching and cooperating, the address purposes to promoting through the opinion leaders are also designated. The scientific novelty consists of the system researching the essence, features, advantages and disadvantages during the work with opinion leaders at promoting to brands and the recommendations for prevention of problems in work. The relevance of this research is defined by the fact that at the present stage of the developed consumption it is harder and harder to win consumer attention, as demands emergence of the new marketing methods and tools directed to individual approach to consumers. One of such innovations is promotion of goods and services through opinion leaders. Such approach is based on trust of the consumer to the media personality, as opposed to traditional advertizing that is broadcast on wider target audience.
Faculty: Факультет економіки та бізнесу
Department: Кафедра маркетингу та комунікаційного дизайну
ISSN: 2451-1668
Appears in Collections:Наукові публікації (статті)
Кафедра маркетингу та комунікаційного дизайну (МКД)

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