The role of influential personalities in product promotion and brand image formation

Abstract

In recent years, influencer marketing has become an important tool for product promotion and brand image formation. This paper examines the role of influential personalities in the modern marketing landscape, as well as their impact on consumer behavior. It explores how bloggers, celebrities and experts in various fields use their platforms to build trust and engagement among the audience. The strategies of selecting influential personalities corresponding to the target audience of the brand and methods of evaluating their effectiveness are analyzed. Particular attention is paid to how the influence of social media and changes in consumer preferences contribute to the growing popularity of this approach