The Bulletin of the Institute of Economics of the Russian Academy of Sciences № 5/2024.  Economics and Management.

Kamilla Yu. Timerbulatova

Assistant, Department of Micro- and Macroeconomic Analysis, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russia

ORCID: 0000-0003-0629-0988

THE SIGNAL ROLE OF ADVERTISING IN OPINION LEADERS’ BLOGS IN SOCIAL NETWORKS

101-129

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Abstract

The article focuses on studying the possibility of advertising in social networks in the format of paid recommendations or opinion leaders’ reviews to serve as a signal of unknown quality. Results of econometric modeling confirm the positive impact of reviews from online “experts” and “friends” on purchase intentions. In the game-theoretic model, which was developed taking into account the peculiarities of modern views on influencer marketing, it is shown that advertising in the opinion leaders’ blogs serves as a signal and generates first-period demand. Demand of the second period depends on the consumer generated content.

Keywords: signaling games, quality signaling, social networks, opinion leaders, influencer marketing.

JEL: D82, L15, M37

EDN: WXPIEW

DOI: https://doi.org/10.52180/2073-6487_ 2024_5_101_129

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Manuscript submission date: 10.09.2024

For citation:

Timerbulatova K.Yu. The signal role of advertising in opinion leaders’ blogs in social networks // Vestnik Instituta Ekonomiki Rossiyskoy Akademii Nauk. 2024. № 5. Pp. 101-129. (In Russ.).  https://doi.org/10.52180/2073-6487_ 2024_5_101_129 EDN: WXPIEW

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