Influence marketing in modern political campaigns

The study presents a general overview of the current trends in political campaigns. A brief analysis of the evolution of media influence on the electorate is carried out. Special attention is paid to the new technology that has formed in related fields and already proven to be effective in practice. It is concluded that modern different-level political campaigns are conducted by influencers, i.e. people with large loyal audiences who trust them and can be affected by them. In contrast to direct political advertising limited by law and often failing to arouse any interest among the majority of the electorate, the influencers can reach a large audience and become an effective promotion tool in today’s information society by posting, tweeting, making a video, going on the air, and broadcasting their attitude to one or another political event to thousands or millions of subscribers in various social networks.