Microinfluencers Usage in Marketing

In the past few years, influence-marketing has become one of the most sought-after promotion methods. This phenomenon is closely related to the the emergence of influencers - opinion leaders in social networks. Now the marketing focus is shifting to interaction with microinfluenders - people who are known among social networks and have an audience of up to 20/15 thousand subscribers. Microinflueners are just ordinary people, who share a common language with their audience test products and services, weed out products of poor quality and only recommend goods and services of a good quality. We present the results of the analysis of an empirical study, where we identified factors that influence the intention to make a purchase on the recommendation of the microinfluencers. The influence of emotional factors (expertise, trust, attractiveness of the microinfluencer), as well as behavioral characteristics of the account (comments from other subscribers, the number of likes, interaction of the microinfluener and the audience) were analyzed. Based on the results of the work, we developed recommendations on the interaction of the parties when using a microinfluener in marketing communications.