Evaluating the Impact of Influencer Marketing on Consumer Behavior and Sales in the Small Home Appliances Category

The work is devoted to the study of influence-marketing of small household appliances. The aim of the work is to assess the impact of influencer marketing on consumer behavior and product promotion in an ever-changing and highly competitive market for small household appliances. The first chapter defines the concept of influence-marketing and the features of social media, presents the main key metrics necessary to track the results of advertising campaigns using influencer marketing. The author also described in detail the strategy of cooperation with influencers. The second chapter examines the market of small household appliances and the specifics of sales in the industry in the Russian Federation. At the same time, an analysis of advertising campaigns using influence-marketing in the category of small household appliances is presented. In the third chapter, an empirical study is conducted. The author reveals the analysis of the results of a qualitative study consisting of expert interviews with representatives of the industry of influence-marketing and household appliances. The following are the results of a quantitative study with consumers. At the end, methodological recommendations are formulated to increase the effectiveness of the influence marketing on consumer behavior and sales in the category of small household appliances.