Bloggers as a Tool for Promoting a Brand on Instagram Using Story-Making

Bloggers, as a tool for promoting a brand on Instagram using story-making, are trying to fulfill the goal of identifying changes in the reaction of the Russian-speaking Instagram audience to ads in posts and stories from bloggers, taking into an account, the variability of advertising content placement. Previous research on advertising from bloggers on Instagram has shown that advertising through bloggers provide an opportunity to reach customers through peers rather than on behalf of a brand, therefore it is very attractive to content consumers. Advertising from bloggers on Instagram is very effective for brands, because the charisma, presentation and information content of the blog attracts the audience. This study is aimed at determining what type of advertising for the Russian-speaking audience by bloggers is the most effective in terms of brand promotion on Instagram. The research was carried out through quantitative survey and in-depth interviews.