Data were collected from the HypeAuditor platform and from avatars Instagram profiles through the online non-participant observation technique. To this end, this paper is grounded on a mixed, exploratory and case study research approach. Thus, we aim to understand the influencer marketing strategy exerted by avatars with anthropomorphic appearance. However, there is a lack of studies encompassing the benefits, risks, and operational mechanisms regarding avatar-based influencer marketing. More than half of the respondents indicated the usefulness of influencers promoting green energy, but at the same time the vast majority of them declared that the choice of green energy in their case was determined by the opinions of other people, and that the role of influencers was negligible.Īvatar marketing gained momentum as a brand endorsement strategy. The results presented confirmed the enormous popularity of social media among the representatives of Generation Z, as well as the great involvement of young consumers in tracking the activity of influencers. The analysis used statistically significant structure indices (percentages) and measures of correlations between the variables. The CAWI method of research was carried out April–June 2022 on a sample of 533 people aged 18 to 26, selected using a quota method. For this reason, the purpose of this paper was to identify the possibility of using influencer marketing to promote green energy in the perspective of Generation Z in Poland. They are also sensitive to environmental problems and ecology. Its representatives are very skeptical about traditional marketing messages, so the best way to reach them is to use influencer marketing. This is the generation that spends a lot of time on various social media channels, and the content posted there is a source of information, inspiration and motivation for them. Generation Z is gaining more and more importance in the market-not only is it attaining purchasing power, but it is also setting trends. Prospects for further research are the analysis of the features of the use of digital marketing tools to strengthen the integration of digital channels, as well as the identification of the features of digital marketing tools during a period of significant socio-economic turbulence in Ukraine. The results of this study may be useful to practicing marketers, marketing directors, top managers and owners of small and large businesses, and researchers in the field of digital marketing. Emphasis is placed on the importance of the efficiency principle in the development of the company's digital marketing complex within the framework of the tasks of promoting goods and services in social networks. The most advanced toolkit of digital marketing is considered. It is proposed to profile the main social media according to close criteria, which made it possible to place them in priority places in the configuration of the digital marketing company's complex. The peculiarities of digital marketing in terms of individual social networks have been revealed. It is proposed to consider digital marketing as a new paradigm of company management in the conditions of comprehensive digitalization. The stages of the evolution of digital marketing in the context of marketing and market management are formulated. The directions of changes in the digital marketing paradigm are outlined in historical retrospect.

The importance of considering the evolution of digital marketing tools in the context of the development of the exogenous and endogenous environment is emphasized. The paper highlights a number of trends in the development of digital marketing tools in the context of digitization and changes in the socio-economic environment. The key role of digital marketing in the implementation of the company's marketing and business tasks is emphasized. The article highlights the features of planning and implementation of digital marketing in the context of the tasks of promoting goods and services in the digital space. The purpose of the paper is to highlight the features of the development of digital marketing tools in the context of product promotion on social media platforms. Digital marketing plays a key role in effectively solving this problem. Under modern conditions, the problem of achieving marketing and business goals is actualized for companies in all sectors of the economy.

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