Nadiia M. Galimullina – Ph.D, associate Professor of sociology, politology

and management department, Kazan National Research Technical University named after A. N. Tupolev-KAI (Russia, Kazan), RSCI SPIN-code: 2113-6662, E-mail: nadiyag@rambler.ru

Abstract. The subject of the study is the practice of using celebrities in brand communication campaigns. The purpose of the work is to identify the opportunities of сelebrity marketing in Russian business. The author used the method of analyzing the use of stars in advertising in various sectors of the economy (cellular communication, banks, retail trade in equipment), survey of potential consumers of products and services advertised by well-known personalities, on awareness and influence on the purchase decision. The research materials have a practice-oriented nature, the findings can be applied by commercial structures for the marketing strategies development, including regional business. The article reveals the specificity and effectiveness of marketing influence among representatives of different target groups and in different business niches. It is concluded that the effectiveness of celebrity marketing in the younger age groups is reduced. The presence of celebrities in advertising has an impact on the awareness of the promoted product / service, but the influence of celebrity marketing on the decision to purchase is insignificant.

Keywords: influence marketing, advertising, branding, celebrity marketing, economic efficiency, communication efficiency.

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