The dissertation is devoted to the study of the process of managing reflexive tools in modern influencer marketing strategies during the brand's informational interaction with society.
The scientific novelty of the obtained results lies in the development of scientificmethodical approaches, the development of practical recommendations for the implementation of management and marketing technologies in the context of the management of reflective tools in modern influencer marketing strategies. This is reflected
in the new paradigm of influencer marketing, the identification of long-term trends in the interaction between the brand and the audience, its behavioral patterns, etc.
The scientific and practical significance of the results of the dissertation is confirmed in the professional scientific and educational activities of the International Academy of Business and Management (iMBA) and the Odessa I. I. Mechnikov National University, as well as in the marketing and management activities of the Regional Economic Development Institute (REDI) and the World Association of Positive and Transcultural Psychotherapy
(WAPP).
The scientific work consists of three sections, each of which is structurally divided into three subsections. Chapter 1 is devoted to influencer marketing and brand communication processes in the concept of modern marketing management. The evolutionary formation of the modern concept of marketing management from the initial production-oriented concepts to the modern concept of holistic marketing has been analyzed. Attention has been focused on the problematic existence of synonymization of marketing concepts in Ukrainian and
foreign literature, and an option to avoid it has been proposed. On the basis of current scientific literature, a model of the modern concept of marketing management had been developed, based on which a holistic model of influencer marketing has been created with structural components corresponding to the components of the model of the holistic concept of marketing management. A modern paradigm of influencer marketing has been formulated, the changes of which are reflected in the transformation of the essence of the influencer, the principle of influence and the platform, which is an informational space for the implementation of influencer marketing strategies. The integration of the ideas of reflexive control into marketing strategies of influence, taking into account the ethics of
reflexive control processes, has been conditioned. Human experience has been considered as an object of marketing influence in the socio-cultural space, due to which the basic model of marketing communications has been improved, the modern feature of which is to focus on the existing experience of the recipient of information. The transformation of communication barriers related to user experience into informational opportunities for more efficient decoding of information by the information consumer and avoidance of cognitive misinterpretations have been studied. In addition to the use of user experience in the context of marketing communications management, the influencer marketing strategy integrates the use of existing consumer experience (its matrix structure is determined by differentiating
the level of consumer activity in the processes of interaction with the brand and two alternative behavioral patterns) and the formation of new one through such an implicit memory mechanism as priming. Extrapolating the principles of connectionism, an information and management model of influence on the experience of the recipient of
information through the method of spreading activation has been proposed. The formation of new experience has been considered from the perspective of the human processor model (its structure and quantitative indicators), which is the ability to perceive new information and learn it according to the sigmoidal learning curve.
Chapter 2 is devoted to the analysis of the virality of influencers in the informational environment. A content virality model has been developed, which is based on six components, each of which endows the informational component of the brand with virality potential. They have been adapted to the marketing needs of the brand and the informational needs of society. Applied recommendations have been created for the use of social currency, triggers,
emotional component of the informational component of the brand, publicity and practical value of content, as well as storytelling technologies to achieve marketing goals, which consist in creating a marketing buzz by brand consumers who play the role of information product creators.
