社会网络作为营销传播的工具

IF 0.1 Q4 SOCIAL SCIENCES, INTERDISCIPLINARY
Nataliia Liashuk, Olha Kapral, V. Lyfar, A. Zerkal, Oleh Burdyak
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引用次数: 0

摘要

研究主题的相关性在于有必要将社交网络作为营销传播的创新工具。广泛的受众和为特定消费者细分市场的能力决定了公司战略的构建,该战略将以使用社交网络方法为基础。全球冠状病毒大流行的传播导致公司与客户之间的远程通信渠道迅速发展。在现代世界,引入和实施公司的营销战略,在社交网络中使用营销工具的问题变得最为重要。这篇学术论文的目的是研究社交网络作为实施营销活动的特征。社交网络是数字技术发展的结果,也是在数字空间中创建信息社会的过程。研究的目的是分析将社交网络作为营销传播工具的机会,以及在企业和机构广泛使用社交网络的层面上的实施情况。通过定义目标受众并概述公司关注的关键方面来创建广告活动具有重要意义。研究方法包括确定引入社交网络的本质及其在公司营销活动实施中的实际重要性的理论和方法论方法。所获得的结果可以显著提高计划掌握新细分市场或在现有细分市场中获得竞争优势的现代企业和组织的运作质量。这篇学术论文探讨了社交网络作为营销传播工具的本质。揭示了数字社交平台发展的关键原则。研究了在社交网络中实施广告活动的质量,并概述了将社交网络作为营销战略组成部分的进一步发展前景。因此,本文分析了利用社交网络作为营销工具的问题。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social Networks as a Tool of Marketing Communications
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.
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来源期刊
Khazar Journal of Humanities and Social Sciences
Khazar Journal of Humanities and Social Sciences SOCIAL SCIENCES, INTERDISCIPLINARY-
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