Blogger Relations in the Structure of Integrated Communications. Comparative Analysis of Communication Campaigns

The blog sphere has become one of the most important parts of the communication space. Also it concludes the area of the communication between brands and consumers. In the one of the most popular social networks, named Instagram, different brands can build the marketing communications with the potential consumers and talk to the through them prism of the virtual life of the popular bloggers. it opens the great opportunity for the management of the communications. But at the same time the space of the communication’ management still well not studied. This research tries to study the content characteristics, the ways of the influences on the quantity of bloggers’ subscribers – the potential auditory of the brands. We’re going to study by heart this statement on the example of “Prostokvashino” brand’s communication company, which is represented in mama-blogs on Instagram. The used method of research is based on the quantity and quality analysis bloggers’ publicatons of “Prostokvashino” brand’s communication company and the comments of Instagram users. We’re going to use the wide spectra of characteristics, which will help us to get known the unique tactics and properties, which are used on Instagram mama-blogs. Data processing and interpretation, which are going to be the result of this research, may help to study better the origin of blog sphere and to build the most effective models and strategies of communication with the audience.