The authors of the article explore how the cartoon characters are perceived in advertising products of famous brands among young people. To study this issue, focus groups were held, in which representatives of the youth audience took part. To demonstrate the stimulus material, 22 characters from animated films were selected (cartoons of the Soviet period, Disney studios cartoons and other foreign cartoons). For a large number of products, especially for children, the use of cartoon characters is logical and relevant in most cases. The level of popularity of Soviet cartoons is quite high, which gives brands the opportunity to use their characters in advertising communications. The most popular are the heroes of foreign cartoons (Disney studios and others). According to the results of the study, it was concluded that the use of cartoon characters in advertising communications of the brand contributes to its successful promotion, makes advertising bright and memorable, such advertising attracts the attention of the target audience and arouses its interest. At the same time, the authors point out that it is impossible to take the character out of the context of the cartoon, his image should be exactly the way people used to see him. In this case, advertising communication will be really successful. The results of the study can be used by brands when promoting goods and services using cartoon characters.
The article examines the influencer-marketing impact in the digital environment as one of the most popular lines of digital communications. The problem is the difficulty in recruiting a relevant blogger for promotional purposes. Methodologically, the study based on two basic psychological concepts: cognitive and interactive. The authors have conducted a critical analysis of scholarly literature and secondary documents and have addressed the concepts of blogger referentiality, identity and consumer identity statuses. The authors proposes and empirically verifies the hypothesis that the decision to buy an advertised product and the identity status of the consumer are interrelated. The empirical study was conducted using the author’s methodological toolkit, including an online survey using the Schneider Personality Survey. Based on the results of the study, recommendations are given for marketers to select bloggers for the target group of 18–24 year olds with different identity statuses in order to build a positive product brand. Suggestions for bloggers to interact with consumer groups with specified identity statuses are provided. Forecasts are given on the development of the influencer-marketing market, the demand for the blogging profession, the effectiveness of including the blogger’s inclusion in the company communications as potential partners, and the relationship between consumer engagement levels and social network.
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