INFLUENCE MARKETING AS A PR TOOL IN MODERN COMMUNICATIONS
Keywords:
Influencer marketing, PR strategy, bloggers, targeting, engagement, reputational risks, micro-influencers, marketing effectiveness, social networksAbstract
The article is devoted to influencer marketing as an important PR tool in modern communications. Its advantages, such as precise targeting, audience trust and creative content, as well as risks associated with high cost and possible reputational losses are considered. Current trends are discussed, including the growing popularity of micro- and nano-bloggers and the use of platforms for selecting influencers. The conclusion highlights the role of influencer marketing in improving the connection of brands with their audience.
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