Brand Marketing Trends in Russian Social Media
Journal: Media Watch (Vol.9, No. 3)Publication Date: 2018-09-01
Authors : VERONIKA YU. CHERNOVA OKSANA V. TRETYAKOVA; ANDREY I. VLASOV;
Page : 397-410
Keywords : Social media; brand marketing; engagement index; advertising; Ecommerce;
Abstract
In the paper, the authors have reviewed common actions, an aim of which is consumer engagement in interactions with a brand in social media. They have also reviewed engagement types and effects of their use. Based on a literature review, in a clearer way, the authors have presented attributes of Internet marketing and explored brand-marketing challenges on the Internet. Authors have summarized the information on Russian users' efforts in social media. Based on empirical data, the researchers have made a portrait of media actors and the audience in Russian social media, identified target groups among consumers by a number of criteria. They have also completed an analysis of common ways for promotion of companies (brands) and their products and services, taking into account a structure of social media users and specifics of communication channels. Findings include identified most common lines of business for promotion in a competitive social media based on efficiency of the engagement response (rate) per brand/product-specific page or post. These data have made it possible to formalize strategic goals and possible results of brand marketing for various types of social media
Other Latest Articles
- How Sports Entertain: Enjoyable and Meaningful Experiences for Sports Audiences
- Citation of Mass Media Resources in Social Network
- Contemporary Journalism in Central Asia: Media Practice and Prospects in the Republic of Kazakhstan
- Retrospective Analysis of Formation and Development of Legal Journalism in Kazakhstan
- Post-MH370 Incident: A Comparative Study of Social Media Users' Perception in China and Malaysia
Last modified: 2019-05-13 12:17:57