Formation of Audience Trust Drivers for Influencers in the Context of Transmedia of Social Networks

The relevance of the study is that at the moment there is no general and universal methodology for selecting influencers for brand communication campaigns, as well as classifying the drivers of audience trust in them. One of the fundamental aspects of the study is the analysis of the concept of transmedia use of social media and the analysis of the significance of the use of influence marketing in the promotion of goods or services. The aim of this work was to determine the drivers of audience trust in influencers for the effective use of influencer marketing tools in the context of transmedia social networks. The object of the research was marketing communications. The subject of the research is influence marketing in the context of transmedia. In the course of the research work, the importance of a brand's presence on social networks was described and the ways in which brands interact with influencers on social networks were classified, taking into account the different types of social networks and the goals pursued by the brand in each of them. It was found that companies that use social media in their marketing communication strategy can experience benefits not only in the marketing and promotion of their products and services but also in other functional areas of the company. Through a series of in-depth interviews and a quantitative online survey, a list of drivers of audience trust in influencers in social networks was identified in the context of their transmedia. These trust drivers must be considered by the brand to build the best possible connection with the consumer. Since it is a trusting relationship that underlies the ability of an opinion leader to influence consumer decisions. Based on the analysis of the results of the online survey, the peculiarities of perception of certain formats among the audience were also identified, which in the long term affect trust. A well-executed influencer campaign using the model of a transmedia campaign with influencers described in this research paper will help to achieve high and effective results for the marketing communication strategy of brands. The prospects for using the obtained model and the system of trust drivers can be considered the application of this model to the development of real marketing communication strategies in the conditions of transmedia of social networks by brands or marketing agencies.