Research of Factors of Instagram Campaigns with Bloggers Performance: the Case of Package Tours Online-Shop

This research paper is aimed at studying the factors that influence the result of brand promotion by bloggers on Instagram. Both the parameters of the blog and the publication that the blogger places in cooperation with the brand are considered. To date, there has been little scientific research on the users' perception of posts by Instagram bloggers, but their authors managed to highlight several parameters that determine the influence and persuasiveness of bloggers in the eyes of their audience. For the Russian market, similar studies were not found, which indicates a shortage of scientific knowledge in this area. The purpose of the study: to identify the relationship between the parameters of promotion through bloggers on Instagram and the increase in subscribers to the brand account on Instagram on the example of the Russian online service for package tours booking. We used a mix of a qualitative research method (interviews with experts in Internet marketing) to clarify the list of factors for the effectiveness of promotion by bloggers on Instagram and quantitative analysis of company's data to test hypotheses about the nature of the influence of selected factors (linear multiple regression model) and selection among they are of higher priority. The practical significance of the study lies in the preparation of recommendations for the selection of bloggers for advertising campaigns on Instagram and the preparation of technical specifications for publication as part of the promotion of tourism services in the Russian market.