Influencer Marketing in Social Networks as a Tool of Impact on the Russian Consumer (on the Example of Instagram)

Present stydy is dedicated to influencer marketing as a relevant tool in the promotion of goods and services. The purpose of the research is to study the impact of influencers on the audience of the social network Instagram. The analysis methods were - a quantitative analysis of various types of publications of instagram influencers, as well as a quantitative survey of 379 respondents. An author identified the following patterns: advertising posts of influencers are less attractive than the usual posts for Instagram users in Russia, there is no statistically significant difference in the perception of advertising among influencers in Russian Instagram between men and women, subscribers of influencers in Instagram are more active in making purchases after contact with ads in the profile of opinion leaders than ordinary Instagram users who do not subscribe to influencers, the connection between buying and subscribing to the account of the opinion leader is not traced in all product categories. For the present study, the link was found only in the category of food, accessories and cosmetics.