Abstract:

The article is devoted to the consideration of the profession of an influencer, as one of the most popular in the modern digital environment. The author considers the concept of blogger's reference, identity, and identity statuses, such as: achieved (realized) identity, moratorium, premature (predetermined) identity, diffuse identity, and hyperidenticity. The authors present the results of an empirical study of the relationship between the status of the consumer's identity and the decision to purchase. Recommendations are given for the selection of bloggers for the target group of 18-24 years old (as a potential workforce) with different identity statuses in order to form a positive employer brand. The article provides suggestions for bloggers to interact with consumer groups that have the specified identity statuses. In conclusion, forecasts are given for the development of the influencer marketing market in the formation of the HR brand, the demand for the blogger profession, and the effectiveness of the blogger's inclusion in communication.