Psychology of Social Media Marketing Promotion

Abstract

Large companies in modern economic conditions apply various techniques to attract new customers, including they use marketing opportunities that arise from the creation and promotion of corporate content in social me-dia. The article substantiates the objective necessity of applying psychological techniques in brand promotion in the Internet environment. The scientific novelty of the study lies in determining the significance of an individ-ual’s Self-concept and his behavioral characteristics for the effectiveness of brand promotion in social media. The subject of the study is the psychological impact on users with marketing purposes. The aim of the work is to investigate the psychological conditioning of the visual presentation of content through social media. The indi-vidual characteristics of subjects influencing the consumer’s desire or reluctance to purchase goods are high-lighted. The main components of strategies that allow a company to identify its audience in the online environ-ment and work to embed the brand in the daily lives of users are revealed. Conclusion dwells upon the fact that using psychological techniques in marketing helps trading companies to save advertising budget and gently influence the consumer's consciousness, providing him with sufficient information to make an independent purchase decision.