The Phenomenon of Virtual Models as a Channel of Communication with the Consumer

This study is devoted to the study of the phenomenon of virtual models as a channel of communication with the consumer. The goal is a comprehensive assessment of the phenomenon of virtual 3D models as a channel of communication with the consumer in the fashion industry. To achieve it, the following tasks are set: 1. To summarize the theoretical and analytical studies of social networks in the aspect of the channel of interaction with the consumer; 2. Explore the set of views of modern marketers on the concept and tools of SMM marketing; 3. Conduct a review of the possibilities of building communications on the Instagram network, taking into account the trends of the first half of 2020; 4. Explore the phenomenon of 3D models in the practice of PR communications on the Instagram network; 5. Through the use of the Picalitics application, social survey, interviews, SWOT analysis, PEST analysis, building a word cloud and content analysis of @lilmiquela's profile, study the perception of virtual models on Instagram; 6. Develop recommendations to improve the effectiveness of PR communications on behalf of 3D models on the social network Instagram. To achieve the goal of the study, the following methods are used: SWOT analysis with the construction of a SWOT matrix, PEST analysis, segmentation of the target audience, social profile analysis using the Picalitics program, interviews, a sociological survey with 841 respondents, a method of linguistic modeling and the study of identification sequences of tokens Python These methods have allowed us to highlight the strengths and weaknesses of this phenomenon and come to a strategy to get rid of the "weaknesses" of 3D models. The results of this study made it possible to single out a number of strategies for positioning accounts of virtual models that are most effective for promoting brands in communications on behalf of these 3D models.