INFLUENCER MARKETING MANAGEMENT IN ADVERTISING ACTIVITIES: BUSINESS PROCESSES, PERFORMANCE EVALUATION, AND RISK MANAGEMENT

Abstract: Amid rapid digitalization and media consumption fragmentation, influencer marketing is transforming from an occasional communication tool into a strategic stream of an enterprise's advertising activities. The aim of this research is to substantiate the theoretical and methodological foundations and develop practical recommendations for building effective influencer marketing management through business process regulation, systematic performance evaluation, and the mitigation of reputational and operational risks. The study employs a combination of general scientific and specialized methods, including systems and process approaches, analysis and synthesis, comparative analysis, matrix modeling, and analytical methods. The paper systematizes the key stages of the influencer marketing management cycle, develops a multi-tiered performance indicator framework (KPIs/ROAS), and proposes a comprehensive risk management mechanism for interacting with creators. It is demonstrated that systematic business process regulation combined with automated search and analytical procedures ensures higher return on marketing investments and protects company's brand equity. Keywords: influencer marketing management, business processes, influencers, performance evaluation, KPIs, risk management, reputational risks, advertising integrations.