Influence Marketing as a Tool to Increase Consumer Loyalty to the Brand in the Fashion and Beauty Industry (for Example, Social Networks VKontakte, Instagram, YouTube, TikTok)

The constant emergence of various tools and methods of promotion in the digital age dictates new trends and methods of promotion for advertisers around the world. The Internet audience, especially young people, stops responding to intrusive artificial advertising, banner blindness appears. Social media, as one of the largest tools of digital advertising, also undergoes constant changes, opinion leaders appear, new generation social networks such as Tik Tok and a new form of internet marketing - influencer marketing. The main objective of this study is to investigate and identify factors that positively influence consumer engagement and loyalty in content and blogger pages. The results of the final qualifying work and professional recommendations formed during the research will be useful for bloggers who seek to increase the level of involvement in the page and publications, as well as for brands and professionals in the field of digital advertising, who aim to minimize costs, optimize advertising campaigns and test new sites in beauty and fashion verticals.