The relationship between the concepts of «influencer marketing» and «influencer economy»

In the modern digital era, consumer trust is shifting from large corporations to individual opinion leaders. This shift is driven by the growing demand for authentic and personalized content, which has become widespread across social media. Communication between businesses and target audiences through influencers forms a distinct socio-economic system, allowing scholars to speak not only about influencer marketing but also about the influencer economy – a broader concept that requires different approaches to the research object. In this study, the authors analyze the conceptual interpretations of «influencer marketing» and the «influencer economy», motivated by the insufficient examination of the latter term in Russian marketing and economic research.
Based on this analysis, the authors propose synthesized definitions and offer a perspective grounded in a systems approach, which enables a more detailed interpretation of the relationship between these concepts. The study emphasizes that the «influencer economy» is a broader notion that describes, primarily, a system reflecting the state of the economy. It includes «influencer marketing», typically understood as a process or tool. A key asset of the influencer economy is the creative qualities of opinion leaders, which enable them to create content.
The study also found that the concept of «influencer economy» is experiencing positive mentions in mass communication, particularly in Russian media. Therefore, it seems likely that interest in this concept will increase in the academic landscape. The conclusions drawn in this research contribute to advancing the introduction of the term «influencer economy» into Russian academic discourse.

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