Year of Graduation
The Influence of Opinion Leaders on Brand Communication in the Beauty Sphere on the Example of M.A.C Cosmetics Russia
Advertising and Public Relations
In this paper, the author examines the concept of "opinion leader" in the modern digital space and the use of social media influencers by brands in their communication. The aim of this work is to determine how IGC and BGC in Instagram about M. A. C influence brand communication through CBBE metrics. To achieve this goal, the author conducted an online survey followed by analysis of data in SPSS and the construction of a factor model in RStudio. The work consists of four chapters, introduction and conclusion. The first Chapter describes the academic work on the study of opinion leaders and their transformation in modern technological society. The second Chapter deals with brand communications in social networks. The third Chapter is devoted to the concept of customer-based brand value and the impact of brand communications on loyalty, perceived quality, awareness and associations. In the fourth Chapter of an empirical study in the framework of the research objectives.are described.