DEVELOPMENT OF RELATIONS WITH INFLUENCERS IN THE BANKING SECTOR: COMPARISON OF MARKETING COOPERATION STRATEGIES IN RUSSIA

UDC 339.138: 336.71
DOI: 10.36871/ek.up.p.r.2024.10.06.002

Authors

Ekaterina V. Bronnikova,
Elena A. Vechkinzova,
Larisa P. Steblyakova,
State University of Management, Moscow, Russia

Abstract

A modern interpretation of the concept of the influence marketing market is given. Arguments substantiating the importance of using influencer marketing in the banking segment are presented. The main types of cooperation between banks and influencers are considered. Cases of cooperation with bloggers of the leaders of the Russian banking services market are presented. Conclusions and recommendations on the most relevant type of cooperation strategy are formulated.

Keywords

influence marketing, bloggers, influencers, banking, short-term cooperation, ambassadors, long-term cooperation.