Working with bloggers as an effective tool for promoting a telecommunication company

S. S. Molchanov ()

Scientific notes of the Russian academy of entrepreneurship, 2024, vol. 23, issue 2

Abstract: The article analyzes the use of bloggers as an effective tool for promoting telecommunications companies on social networks and video hosting sites. The author examines in detail the key advantages of cooperation with influencers, such as increasing brand awareness, significantly expanding the reach of the target audience, increasing sales, increasing consumer engagement and loyalty, as well as improving the company’s image as modern and keeping up with digital trends.The article highlights the potential risks of working with bloggers, including the high cost of popular influencers, the possibility of encountering low–quality blogging sites with fake audiences, the threat of reputational losses, legislative restrictions in the field of advertising certain services and the lack of full control over the content created by the blogger.To minimize risks and increase the effectiveness of collaborations, the author gives detailed recommendations on the selection of suitable bloggers. Among the key criteria are: the correspondence of the blogger’s audience to the company’s target audience, a high level of subscriber engagement, the relevance of content to the brand’s theme, successful experience in advertising integrations, as well as adequate cost of services. Telecommunications companies are advised to use special social media monitoring services to analyze the quality of the audience of influencers.In conclusion, it is emphasized that a systematic approach to planning advertising campaigns with bloggers, constant monitoring of their implementation and a comprehensive assessment of results on a number of qualitative and quantitative indicators will allow telecommunications companies to maximize the benefits of cooperation with influencers and achieve high efficiency of investments in blogger marketing.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cvt:journl:y:2024:id:1016

DOI: 10.24182/2073-6258-2024-23-2-50-55

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