LEGAL REGULATION OF ENTERPRISES’ FOREIGN ECONOMIC ACTIVITIES IN INTERNATIONAL MARKETS

Аннотация

This article analyzes the role of influencer marketing in enhancing the effectiveness of digital advertising and explores the opportunities for reaching new consumer segments in the global market. For this purpose, recent studies, statistical data from 2020–2025, and examples of influencer marketing strategies employed by major global brands (such as Nike and Coca-Cola) havebeen examined. Keywords: influencer marketing; digital advertising; effectiveness; ROI; consumer segments; global marketing. Introduction. In the field of digital marketing, the attitude of consumers to advertising has been changing significantly in recent years. With regard to traditional banner and video ads, audience attention is waning, and ad blocking technologies are becoming more common. Therefore, brands are looking for new ways to communicate more sincerely with the audience. Influencer- marketing – that is, promoting products and services through individuals (bloggers, celebrities or experts) with a large audience on social networks-has been shaped as such an effective approach. This strategy allows brands to connect and gain confidence in an audience through a “third- person” recommendation. Research has shown that representatives of the younger generation in particular have a very high level of focus on influencer advice: for example, 94% of Gen Z consumers rely more on blogger or influencer recommendations than traditional ads. As a result, the influencer-marketing market has been growing rapidly in recent years – while the global influencer-marketing market in 2016 was worth only US $ 1.7 billion, in 2023 it exceeded $ 21 billion. Currently, a large part of large companies are integrating this tool into their marketing plan. For example: in the US, 86% of companies are expected to cooperate with marketing professionals influencers by 2025 . Some brands and agencies, on the other hand, are already directing asignificant share of marketing budgets (40% and more) to influencer campaigns. Literature review. In the preparation of the article, modern scientific and analytical resources were used, published in 2020-2025. Through Sprout Social and Oberlo (Statista) reports, basic statistics on influencer-marketing global development rates and digital advertising effectiveness were obtained. The social Shepherd and Influencer Marketing Hub analysis provided clear evidence of digital advertising effectiveness, ROI performance, and audience engagement rates. Marketing Dive and fashion Dive sources played a key role in exploring the practical experience of the Nike and Coca-Cola brands. And through sources such as Influencity and Kolsquare, hyper-local marketing strategies and ways to reach demographic segments were analyzed. Methodology.Thestudy mainly usedsecondary data analysis and situationalanalysis techniques. International reports on Influencer-marketing published in 2020-2025, statistical databases and scientific literature were selected as the main source. Including recent reports and analyses of platforms such as Statista, Influencer Marketing Hub, Sprout Social, as well as the results of a Pew Research Center survey of social media users. Also, influencer-marketing campaigns from global brands such as Nike and Coca-Cola were analyzed as an example. Based on this data, the 137 Volume 4, issue 4, 2025 impact of influencer-marketing on market size dynamics, ROI indicators, the level of audience engagement and other performance indicators was evaluated. In the study, quantitative statistical analysis (percentage, growth rate comparison) and Qualitative Analysis (experience of Brand Keys)were harmoniously applied and conclusions were drawn. Discussion and results. During 2016-2024, the global influencer-marketing market has expanded dramatically. With a market size ofonly $1.7 bnin 2016,it reached nearly $9.7 bn by 2020 and $ 24 Bn in 2024. During this period, the annual growth rate was above the average of 40%, and it has been observed that the years of the pandemic in particular (2020-2021) accelerated the development of influencer-marketing. As of 2023, the sector expanded by 28.7%, with a relatively slow growth rate the following year (13.7%), but remains in stable two-digit percentages. According to Statista, the global influencer-marketing market size is expected to be around $ 33 billion in 2025, while according to long-term forecasts, the industry size can reach hundreds of billions of dollars by the 2030s. These figures confirm that influencer-marketing is gaining an increasingly significant share in the general advertising industry. For example, the share of companies spending more than 40% of the marketing budget on influencers as of 2024 globally was 26%. Many brands are actively running influencer campaigns on social networks such as Instagram (the most basic influencer platform for 57% of brands) and TikTok (52%) – these platforms allow brands to reach new consumers, especially due to their popularity among younger