Evaluating the Effectiveness of Instagram Blogging Depending on the Format of Advertising

Master's thesis is devoted to assessing the effectiveness of Instagram blogging, depending on the format of advertising. In the first part of the work, the author’s definition of Internet marketing is given, a comparative analysis of the concepts of SMM (social media marketing) is carried out. In addition, features of promotion in social networks “Vkontakte”, “Instagram”, “Facebook” are considered. Critical analysis is carried out to the approaches of the definition of “blogging”, on the basis of which, the author’s definition is given. Also author describes blogging as a marketing tool. In the second part of the work, the state of the pole dance clothing market in Russia and abroad is considered. Conducted situational analysis for the company «OkSA». The general indicators of involvement in social networks and indicators of visits to the sites of key players in the Russian and Foreign markets are analyzed. An analysis of the existing advertising campaign of the OkSA online store is being conducted. The third part of the work describes the practical part, namely the study to identify the effective advertising format used in Instagram blogging: an experiment and a survey. The construction of linear regression, the assessment of economic efficiency, cluster analysis. Scientific and practical recommendations are given on promotion through Instagram bloggers to companies operating in the pole dance clothing market. Keywords: blogging, Instagram blogging, blogger, SMM, Social media marketing, Instagram, promotion, content.