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Trade, service, food industry
Journals / Trade, service, food industry / Volume 6 Issue 3 / INFLUENCER MARKETING AS A REPUTATION MANAGEMENT TOOL IN CREATIVE INDUSTRIES
UDC
339.138 659.4
VAK Russia
5.2.3

INFLUENCER MARKETING AS A REPUTATION MANAGEMENT TOOL IN CREATIVE INDUSTRIES

Published in Trade, service, food industry · Pages 364–372 · Rubric: Marketing and management
EDN: XLLYDY
Received: 07.05.2026 Accepted: 02.07.2026 Published: 28.08.2026
Authors
LY
Lyubov Shadrina
ABSTRACT
The modern landscape of the creative economy dictates new approaches to building and maintaining a positive brand image, where traditional promotional methods are gradually losing their effectiveness. This research is devoted to a comprehensive analysis of influencer marketing as a strategic tool for reputation management within the framework of creative industries. The relevance of the work is driven by the growing role of opinion leaders in forming consumer preferences and the high sensitivity of creative sector audiences to authenticity and trust. The primary objective is to evaluate the impact of influencer integrations on the reputational capital of cultural and creative projects, identifying key mechanisms of audience engagement. The study highlights the distinctive features of interaction between brands and digital creators, emphasizing the shift from direct advertising to value-based collaboration. Significant attention is paid to the risks of reputation loss due to incorrect selection of opinion leaders and the lack of ethical alignment. The paper demonstrates that a systematic approach to influencer marketing not only increases brand awareness but also fosters long-term audience loyalty, mitigating potential reputational crises. The theoretical framework proposed in this study expands the understanding of digital communications in the creative economy, while the practical recommendations offer actionable strategies for marketers and public relations specialists. Ultimately, the research proves that an integrated strategy is indispensable for sustainable reputation management in the highly competitive environment of creative industries.
KEYWORDS
influencer marketing, reputation management, creative industries, opinion leaders, brand loyalty, digital communications, creative economy, trust, audience engagement
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