Chaikovska, Maryna P.Shkeda, Oleksandr O.Чайковська, Марина ПетрівнаШкеда, Олександр Олександрович2021-11-272021-11-272021Innovation Economic Development: Institutional and Organizational Dimension : international collective monograph / V. Khrapkina, N. Ganushchak, S. Muska [et al.]; editor-in-chief A. Levitskaia. – [Comrat] : S. n. [A & V Poligraf Printing Company], 2021. – Chapter 3.3. – P. 156–176.https://dspace.onu.edu.ua/handle/123456789/31930Digitalization and transformation of modern business, as well as the use of digital technologies to optimize business processes, including their marketing component, became a catalyst for unlocking the marketing potential of social digital platforms. Social networks, Internet resources, product placements, video hosting sites, gaming platforms along with economic organizations, brands and opinion leaders, have a marketing influence on consumers. The transformation of the offline world to the online world is growing exponentially, and consequently, corresponding changes accompany marketing strategies and tools. With users' addiction to digital and the influence it has, strategies of the use of influencers to promote a product have become double-edged.enpop-culturalmanagementmodern influencermarketingstrategiesdigitalizationArticle