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DOI: 10.15862/43FAOR425 (https://doi.org/10.15862/43FAOR425)

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Elkanov R.A. Influencer marketing as a tool for industry promotion in the context of digital transformation of the regional economies of the Russian Federation. Russian journal of resources, conservation and recycling. 2025; 12(s4). Available at: https://resources.today/PDF/43FAOR425.pdf (in Russian). DOI: 10.15862/43FAOR425

Influencer marketing as a tool for industry promotion in the context of digital transformation of the regional economies of the Russian Federation

Elkanov Ruslan Alekseevich
Financial University under the Government of the Russian Federation, Moscow, Russia
E-mail: rus.elkanov.02@inbox.ru

Abstract. The Russian influencer marketing market demonstrated unprecedented growth in 2024, growing by 37 % and reaching a volume of 42–44 billion rubles, reflecting profound structural shifts in the marketing communications system of domestic companies. This paper examines influencer marketing as a tool for promoting goods and services, used by industry and regional economic actors in the context of the intensive digital transformation of the Russian advertising market. The methodological basis is based on the principles of F. Kotler’s marketing communications theory, D.A. Shevchenko’s concept of integrative digital marketing, and the theoretical developments of E.V. Pisareva’s research on influencer marketing as an effective communication tool was conducted using methods of systematizing scientific publications, comparative analysis of marketing practices, and content analysis of regulatory legal acts governing advertising. This systematization allowed for the classification of influencer types by audience size and the determination of the differentiated effectiveness of each category in relation to regional promotion objectives. A growing redistribution of advertising budgets was identified in favor of micro- and nano-influencers, whose audience engagement is 2–3 times higher than that of macro-influencers. It was established that regulatory changes in 2024-2025, including mandatory registration of bloggers with audiences over 10 000 subscribers, the introduction of a 3 % tax on online advertising revenue, and a ban on advertising placements on Meta platforms, will create fundamentally new institutional conditions for the development of influencer marketing. The scientific novelty lies in the systematization of the factors determining the effectiveness of influencer marketing, taking into account the regional and industry-specific characteristics of the Russian economy. The practical significance lies in the potential use of the obtained results in developing marketing strategies for companies focused on promoting themselves in the regional segment through collaboration with opinion leaders.

Keywords: influencer marketing; opinion leaders; micro-influencers; digital marketing; regional promotion; marketing communications; blogosphere; industry-specific economics; advertising regulation

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