Influencers in Digital Brand Communications: the Shift from Celebrities to Microinfluеncers

Student: Nadirova Anna

Supervisor: Olga Solovyeva

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2019

This work “Attracting Influencers to Digital Campaigns of Brands: From Celebrity to Micro Influences” is aimed at studying the distribution of subscribers and such factors as engagement rate in communicating with the influencer. The objectives of this study were to study the phenomenon of influencers; study of criteria for engaging the audience in communication with bloggers; identifying which bloggers are classified as celebrities, and which are micro influencers. This study was conducted on the basis of content analysis of 300 accounts of bloggers of micro influencers and celebrities. The study revealed a shift in the level of involvement in favor of microinflueners, as well as what patterns of involvement existed in the communication of microinfluenders and celebrity bloggers.

Full text (added May 15, 2019)

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