Influencer Marketing Strategies in Digital Media : A Case Study of Authenticity, Audience Alignment, and Professionalization in the Career of Ilya Varlamov

Abstract

This thesis critically examines how Ilya Varlamov, a prominent Russian influencer, navigates authenticity, audience alignment, and professionalization in influencer marketing. Through a thematic analysis of interviews with Varlamov, his team, and industry experts, the study explores the interplay of these dimensions, highlighting both strategic successes and underlying tensions. The findings reveal that while transparency and ideological consistency strengthen audience trust, they also limit brand partnerships. Data-driven strategies enhance engagement, yet algorithmic pressures shape content decisions. Professionalization enables scalability but introduces structural constraints that can distance influencers from their audiences. By situating these insights within Parasocial Interaction Theory, the Source Credibility Model, and Two-Step Flow Theory, the study challenges assumptions about influencer marketing, particularly in non-Western contexts. It underscores the role of cultural, political, and platform dynamics in shaping influencer strategies, offering a nuanced perspective on the evolving digital media landscape.