Opinion Leaders in Social Networks as the Main Tool for Marketing Communications of Global Luxury Brands in the Local Market

Involving opinion leaders on social networks is becoming more relevant with growing activity on the use of devices, increase of the average time spent on the Internet, and the saturation of consumers with traditional advertising. This study is aimed at creating practical recommendations managerial decision making process on how to promote luxury indie brands with the involvement of opinion leaders on Instagram. The practical significance of this work is expressed in the creation of a universal matrix of managerial decision-making regarding promotion with the involvement of opinion leaders, depending on the strategic goals of the brand. Thus, when studying this matrix, it can be concluded which criteria for choosing an opinion leader and the factors of the content generated by him are necessary to achieve the strategic marketing goal for the promoted product, regardless of the sphere in which the promoted brand belongs.