Celebtity-Marketing as an Instrument of Forming the Attitude to the Brand by the Case of Reality Show «Who Are You»

The relevance of this master's research is determined by a significant increase in the interest in theoretical and practical problems of understanding the functioning and use of celebrity marketing in the humanities and, in particular, in the field of brand management. Within the framework of the presented work, the specifics of the use of celebrity marketing as a tool for forming relationship with the brand are explored, as well as the analysis of the use of celebrity marketing as an instrument of forming an attitude to the brand on the example of the reality show "Who are you?". In the course of the work, theoretical and practical aspects of the formation of the attitude to the brand, as well as peculiarities of the use of celebrity marketing as a tool for forming a relationship to the brand, were considered. An important part of the master's study is the analysis of the reality show "Who are you?", The definition of its target audience and the development on the basis of this information of a system for analyzing the compliance of bloggers with key criteria for employment in this project. The conducted research allowed to analyze whether the attraction of bloggers as representatives of the celebrity's group to the reality project affects the perception of the project's brand by the target audience, and also to consider the prospects for using celebrity marketing in the framework of applied branding and management in the Russian Federation. Celebrity marketing in this process is an effective tool for maintaining and promoting a range of products in the field of advertising communications and in the field of political management. Based on this, we can talk about the prospects for further research on the use of celebrity marketing at the junction of economic, social and political sciences.