2023, Vol. 10, No. 1. - go to content...

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DOI: 10.15862/35ECOR123 (https://doi.org/10.15862/35ECOR123)

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Kryl E.S., Brychkova E.A., Zhiltsova O.N. Factors of influence on brand image when interacting with influencers. Russian journal of resources, conservation and recycling. 2023; 10(1). Available at: https://resources.today/PDF/35ECOR123.pdf (in Russian). DOI: 10.15862/35ECOR123

Factors of influence on brand image when interacting with influencers

Kryl Elena Sergeevna
Financial University under the Government of the Russian Federation, Moscow, Russia
E-mail: alenakryl.109@gmail.com

Brychkova Elizaveta Andreevna
Financial University under the Government of the Russian Federation, Moscow, Russia
E-mail: brychkoval@mail.ru

Zhiltsova Olga Nikolaevna
Financial University under the Government of the Russian Federation, Moscow, Russia
E-mail: onzhiltsova@fa.ru

Abstract. The internet and social media have changed marketing. The authors believe that traditional methods of brand promotion are no longer as effective as they used to be, so companies are looking for new ways to attract the attention of potential customers. And bloggers and influencers have become one of these tools. The authors of the scientific publication consider the ongoing effective development of influencer marketing as a way to promote and increase the company’s reputation. Influence marketing is a new and highly effective way: companies pay bloggers to talk about their products and services. The high loyalty of consumers to those whom they see every day in their gadgets determines the increased interest of brands in this way of interacting with the audience to manage public opinion and form the image of their company. However, as far as this method seems budgetary and effective, it is just as dangerous. Behind this interaction lies a lot of «pitfalls», having studied which, not every company will be ready to put up with them. This article explores the factors that influence brand image when collaborating with influencers. The authors discuss how influencers can influence brand perception and what factors can make this effect positive or, conversely, negative. The article also provides recommendations for brand image management when working with influencers. This article can be helpful for marketing professionals who want to use influencer collaborations in their branding strategy.

Keywords: internet; social media; gadget; brand image; influencers; influencer marketing; marketing; influence factors; blogging

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