Celebrity as a Tool of Brand Communication with Audience on Social Media

The purpose of this study is to find out how branded content with the participation of celebrity together with such a genre of this content as interviews influence the digital popularity of such publications on social media, provided that the brand invites celebrities as the main communication tool. The author sets himself tasks of examining the channels and tools of digital communications, highlighting the current trends of 2019-2020 years in a digital environment, to determine whether the format and content of branded content has an impact on the growth of user engagement, and whether it will be higher when using narrative messages as an influencer, to analyze whether the interview is the most involved genre in branded content. In this study, I will use the method of content analysis and online survey: a hybrid of quantitative and qualitative approaches. The content analysis will be used to determine and calculate the involvement of users in the branded content of MTS with the participation of celebrities popular among a young audience (analysis period - 2 years), and an online survey with a targeted available sample - to obtain more detailed information about the opinions and interests of the audience , about reactions to a particular branded content with opinion leaders, highlighted in the process of conducting content analysis.