Social Networks in the Process of Promotion of the Enterprise ServicesJournal: Scientific Bulletin of Mukachevo State University. Series “Economics” (Vol.5, No. 2)
Publication Date: 2018-11-22
Authors : Volodymyr P. Pylypchuk;
Page : 60-65
Keywords : social networks; communications; consumer; manufacturer of goods and services; relationships;
With the development of Internet technologies and the onset of the digital era in the economy, the mechanisms and structure of marketing communications are changing. The interaction of modern firms with clients, contractors, investors, public and governmental organizations, the team is two-and multilateral; individuals, components of target audiences companies, other market participants are an active part in the relationship with the company. Positive dynamics of the Internet penetration causes growth of its role in modern business. The Internet allows to quickly collect data about consumers, explore their habits and preferences of an ever-expanding group of people who spend most of their time online. This makes marketers look at approaches to integrated marketing communications. Most businesses have set up sites and promote their products and services through Internet marketing communications, and research in the field of Internet marketing is of great practical importance. The structure of Internet marketing communications in modern conditions has a significant dynamics, new tools of communication influence regularly appear. In a situation where consumers are active in the market and, in addition to official information, are actively studying publications on the product or company in the Internet media, get acquainted with the views of bloggers and social networking participants, the role of marketing communication activities in the open Internet communities in the marketing system Internet communications. First of all we are talking about marketing communications in social networks. Thus, the problem of improving the existing model of promotion and introduction of a new mechanism for improving the efficiency of the promotion of goods and services in the Internet environment can be categorized as constantly relevant. In the article the questions of promotion of enterprises products in social networks have been considered. The foreign and national experience of using Internet technologies in marketing communication activity has been highlighted.
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