Opinion leaders in influence marketing as innovative instrument of brand promotion and digitalization

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.