Strategy Development for use of Influencers in Communication of Small and Medium-Sized Enterprises (SMEs) with Consumers

Abstract

In order to retain existing consumers and acquire new ones for the company, one of the basic tasks is to understand their needs and to create a dialogue with them. Effective consumer information and communication with them is important for successful business and for ensuring the company’s competitiveness. Effectiveness means getting maximum effect with less resource consumption. Within the framework of this study, the authors investigate the use of influencers - digital content creators - for communication with consumers for the successful development and competitiveness of small and medium-sized enterprises (SMEs). This research has identified factors that should be taken into account when using influencers in the dialogue with the consumer. The research uses both secondary data analysis and consumer surveys. The study describes the situation regarding the use of influencers in small and medium-sized companies. It was found that influencers are an effective means of communication with consumers. To achieve the goal of the research, three tasks were set: 1) to analyze the theoretical basis of the use of influencers; 2) to describe the use of influencers and their contribution to communication with consumers; 3) to study consumers’ assessment of the activity of influencers. The monographic or descriptive method was used to analyze the theoretical aspects, the analysis of secondary data was used to describe the situation, and a consumer survey was conducted to study the opinion of consumers about the activities of influencers and their contribution to effective communication with consumers.