DOI QR코드

DOI QR Code

Social Networks As A Tool Of Marketing Communications

  • Nataliia Liashuk (Higher Education Institution «Open International University of Human Development «Ukraine»)
  • 투고 : 2023.12.05
  • 발행 : 2023.12.30

초록

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.

키워드

참고문헌

  1. C.I. Enyinda, A.P. Opute, A. Fadahunsi, C.H. Mbah,Marketing-sales-service interface and social media marketing influence on B2B sales process. In: Journal of Business & Industrial Marketing, 36(6) (2021) pp. 990-1009. DOI: https://doi.org/10.1108/JBIM-01-2019-0053. 
  2. A. Yu. Piterova, A. A. Pushkareva, Social Media Marketing in the Context of a Pandemic. In: Electronic scientific journal «Science. Society. State», 8(3) (2020) pp. 225-232. http://esj.pnzgu.ru. DOI: https://doi.org/10.21685/2307-9525-2020-8- 3-25. 
  3. S. Wengler, G. Hildmann, U. Vossebein, "Digital transformation in sales as an evolving process". In: Journal of Business & Industrial Marketing, 36(4) (2021) pp. 599-614. DOI: https://doi.org/10.1108/JBIM-03-2020-0124. 
  4. H. Karjaluoto, P. Ulkuniemi, Digital communications in industrial marketing. In: Journal of Business & Industrial Marketing, 30(6) (2015). DOI: https://doi.org/10.1108/JBIM-06- 2014-0136. 
  5. Taskiran, N. O., & Yilmaz, R. (2015). Handbook of research on effective advertising strategies in the social media age. In Handbook of Research on Effective Advertising Strategies in the Social Media Age. IGI Global. https://doi.org/10.4018/978-1-4666-8125-5 
  6. Cham, TH., Cheah, JH., Memon, M.A. et al. Digitalization and its impact on contemporary marketing strategies and practices. J Market Anal 10, 103-105 (2022). https://doi.org/10.1057/s41270-022-00167-6 
  7. Jilkova, P., & Kralova, P. (2019). Customer purchase behaviour and shopping in B2C ecommerce. International Scientific Conference Contemporary Issues in Business, Management and Economics Engineering. 
  8. Budiman, S. (2021). The effects of social media on brand image and brand loyalty in generation y. Journal of Asian Finance, Economics and Business 8(3), 1339- 1347. https://doi.org/10.13106/jafeb.2021.vol8.no3.1339 
  9. McTigue, K. (2019). Leveraging touchpoints in today's branding environment. Kellogg on branding in a hyperconnected World, ed. A. Taybout and T. Calkins, 110-128. New York: Wiley. 
  10. Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48, 630-648.  https://doi.org/10.1007/s11747-019-00718-x
  11. Stefan, S. (2019). Factors affecting purchasing decision and operation of alternative fuel powered heavy duty trucks in German. Transportation Research, 5(4), 87-107. https://doi.org/10.1016/j.trd.2019.06.003 
  12. Saunders, M., & Lewis, P. (2012). Doing research in business and management. An Essential Guide to Planning Your Project. Harlow, UK: Financial Times Prentice Hall. 
  13. Rai, M. (2018). A Study of efficacy of digital marketing on consumer purchase behavior in allahabad district. International Journal for Research in Applied Science & Engineering Technology 6 (11), 1136-1144. https://doi.org/10.22214/ijraset.2018.6168 
  14. Omar, A., & Atteya., N. (2020). The impact of digital marketing on consumer buying decision process in the Egyptianmarket. International Journal of Business and Management, 15(7), 120-132. https://doi.org/10.5539/ijbm.v15n7p120 
  15. Nur, E. (2021). The impact of social media on firm value: A case study of oil and gas firms in Indonesia. Journal of Asian Finance, Economics and Business 8(3), 0987-0996. https://doi.org/10.13106/jafeb.2021.vol8.no3.098 
  16. Mishra, A., & Mahalik, D. (2017). Impact of online advertising on consumers. International Journal of Advanced Research, 5(6), 1935-1939. http://dx.doi.org/10.21474/IJAR01/4615 
  17. Krishna, K. (2018). Influence of digital marketing on consumer purchase behavior. International Journal of Trend in Scientific Research and Development, 3(1), 839-842. https://doi.org/10.31142/ijtsrd19082 
  18. Dhore, A., & Godbole, S. (2019). A Descriptive Study of the Effectiveness of Internet Advertising on Consumer Buying Behavior in Nagpur City. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3341924 
  19. Bui, T. Nguyen, N., Nguyen, K., & Tran, T. (2021). Antecedents affecting purchase intention of green skincare products: A case study in Vietnam. Journal of Asian Finance, Economics and Business 8(3), 1295-1302. https://doi.org/10.13106/jafeb.2021.vol 8.no3.1295 
  20. Yang, M. (2018). International entrepreneurial marketing strategies of MNCs: Bricolage as practiced by marketing managers. International Business Review, 27, 1045- 1056. doi:10.1016/j.ibusrev.2018.03.004 
  21. Kotler, P. Kartajaya, H. and Setiawan, I. (2019) Marketing 4.0: Moving from Traditional to Digital Hardcover, 2nd ed, KM-Books Publishing Group 
  22. Borisova, T. and Protsyshyn, Y. (2020), "Research of vectors of use of Internet marketing in the field of urban public transport", Visnyk KhNU, vol. 2, pp. 130-134.