Features of Influence Marketing Technologies in the Field of the Promotion of Higher Education Institution

The research aims to identify the image of a blogger that best aligns with the objectives of promoting Russian universities. The authors employ a comparative analysis of influencers based on several characteristics (platform, blog topic, self-positioning of the blogger, etc.). Practical materials for the research were selected from the communication campaign of the Faculty of Life Science at the Moscow Institute of Psychoanalysis (MIP) in the blogosphere for 2023. The analysis results in a spectrum of influencer image characteristics that are crucial to consider when planning a communication campaign for university promotion. In this case, it is most effective to collaborate with bloggers whose image reflects intellectuality and specialization in a particular field. The blogger’s interest in science and involvement in educational projects will have a positive impact. The research systematizes the key components of the influencer’s image, providing recommendations for selecting bloggers for university promotion. Using materials from MIP’s communication campaign as an example, the authors identified the influencer’s image as the most relevant for university promotion. The data obtained from the research can assist communication professionals in building more effective audience engagement when promoting higher education services in the blogosphere, considering several new aspects. © 2025 Elsevier B.V., All rights reserved.