Methodology of Hype Monetization in the Internet Environment According to the Life Cycle Theory

This paper is devoted to studying the phenomenon of hype as a new trend of communication space in the digital environment and possible methodology of its monetization. The analysis of the references has allowed determining the basic properties of hype, among which is the speed of spreading, expressed in the degree dependence between the number of queries in the main search engines and time; a short life cycle of hype projects without a prominent stage of "maturity" and the breadth of scope or coverage of the phenomenon in non-specialized media. Since every hype event or phenomenon is characterized by a distinctive duration of the periods of growth and decline in interest, hype study can help a company to quantify the interest of a potential target audience and make management decisions based on this. The main research question for this paper was formulated as follows: how a business can use the life cycle theory in order to monetize hype, quickly responding to the rapid growth of popularity in the Internet environment of a particular event or phenomenon. Relying on the results of empirical research, the authors proposed a method of hype monetization, based on forecasting the potential benefits from integrating marketing solutions, formed on the basis of thematic semantic constructions corresponding to the properties of hype at the early stages of its formation. The authors' hypothesis that the function of decreasing the popularity of a hype request can be determined on the basis of the function of increasing its popularity was empirically confirmed. Using the multiple regression toolkit, a function of decreasing the popularity of a hype request based on its growth function was formed. The driver of hype monetization is the increase in traffic, which is attributed to the corresponding Internet resources of a company which uses hype events when developing marketing solutions. Integration into the promotion tools of the thematic semantic constructions corresponding to the given properties of hype at the early stages of formation will allow increasing this traffic. The authors propose the inequality, on the basis of which a decision can be made regarding the expediency of implementing the developed marketing activities.