Transformation of marketing communications in the digital age: narrative influencer marketing strategies

The article examines the transformation of marketing communications in the context of digitalization, with special attention paid to narrative strategies of influencer marketing as a key tool of modern digital promotion. The reasons for the decline in the effectiveness of traditional advertising and the growth of influencers' influence based on the phenomenon of trust and parasocial interaction are analyzed. The mechanisms of reputational capital transfer, the stages of influencer communications (from the formation of a brand message to conversion), as well as the criteria for selecting media persons (engagement, relevance, influence index) are considered. Particular attention is paid to the shift from mass to niche strategies, including the role of micro-influencers with high audience loyalty.