THE ROLE OF INFLUENCER MARKETING IN THE EFFECTIVENESS OF DIGITAL ADVERTISING: PROSPECTS FOR REACHING NEW CONSUMER SEGMENTS IN THE GLOBAL MARKET
DOI:
https://doi.org/10.55640/Keywords:
influencer marketing; digital advertising; effectiveness; ROI; consumer segments; global marketing.Abstract
This article analyzes the role of influencer marketing in enhancing the effectiveness of digital advertising and explores the opportunities for reaching new consumer segments in the global market. For this purpose, recent studies, statistical data from 2020–2025, and examples of influencer marketing strategies employed by major global brands (such as Nike and Coca-Cola) have been examined.
References
1.Kendall, M. (2025). 29 Influencer Marketing Statistics for Your Social Strategy in 2025. Sprout Social. (Global statistical analysis on influencer marketing, 2024–2025).
2.Oberlo (Statista). (2024). Influencer Marketing Market Size (2016–2024). (Annual global volume statistics of the influencer marketing industry).
3.The Social Shepherd. (2025). 28 Essential Influencer Marketing Statistics You Need to Know in 2025. (Recent collection of statistics on influencer marketing).
4.Carlowitch, S. (2025). Influencer Marketing Surges: Here's What the Numbers Say. Marketing Dive, March 28, 2025. (News analysis of influencer marketing trends).
5.Deppen, L. (2024). Nike Was the Top Brand for Influencer Marketing in the US This Year. Fashion Dive, December 6, 2024. (Report on Nike's achievements in influencer marketing in the US market).
6.Influencity. (2024). Battle of the Brands: How Coca-Cola and Pepsi Use Influencer Marketing to Compete. (Comparative analysis of influencer marketing strategies of Coca-Cola and Pepsi).
7.Kolsquare. (2023). Top Takeaways from Great Influencer Marketing Campaigns. (Lessons learned from successful influencer campaigns).
8.Influencer Marketing Hub. (2025). Influencer Marketing Benchmark Report 2025. (Global industry report on influencer marketing).
9.Market.us. (2025). Influencer Marketing Statistics and Facts (2025). (Statistical analysis of influencer marketing trends, including cross-generational data).
10.Digital Marketing: Study Guide / Samarkand Institute of Economics and Service – Samarkand: “STEP-SEL” LLC Publishing, 2024. – 426 pages. ISBN: 978-9910-702-81-5.
11.International Marketing: Study Guide / Samarkand Institute of Economics and Service – Samarkand: “STEP-SEL” LLC Publishing, 2024. – 352 pages. ISBN: 978-9910-720-30-7.
12.Global Marketing Strategies: A Global Approach for the Local Market. “Digital Economy” Scientific-Electronic Journal. Issue 11, 2025, pp. 60–70.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain the copyright of their manuscripts, and all Open Access articles are disseminated under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which licenses unrestricted use, distribution, and reproduction in any medium, provided that the original work is appropriately cited. The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations.
