Smartmob technology (smart crowd) in special communication projects for brand promotion

The article presents the result of the author's analysis of theoretical approaches to the formulation of the essence of the concept of "smartmob", as well as the understanding of the concept of this definition in the modern digital economy. A paradigm for understanding the problems and prospects of using smartmob (smart crowd) technology in promoting brands and enterprises is proposed. The system of implementation of this technology in the digital space is disclosed, as well as an overview of the best practices of using smart crowds for marketing promotion of advanced Russian and global brands. In particular, the experience of trading enterprises is considered, using the example of the OffPrice company and a number of tourist enterprises. The role of the smart mob (smart crowd) has been rethought not only in political, but also in economic discourse. The high efficiency of the technology application in special communication projects has been proven.