Brand marketing trends in Russia social media

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.

Авторы
Chernova V.Y. 2 , Tretyakova O.V.3 , Vlasov A.I. 1
Редакторы
-
Журнал
Издательство
Media Watch
Номер выпуска
3
Язык
Английский
Страницы
397-409
Статус
Опубликовано
Подразделение
-
Ссылка
-
Номер
-
Том
9
Год
2018
Организации
  • 1 Peoples Friendship University of Russia
  • 2 Industrial University of Tyumen
  • 3 Bauman Moscow State Technical University
Ключевые слова
social media; brand marketing; engagement index; advertising; e-Commerce
Дата создания
07.11.2019
Дата изменения
07.11.2019
Постоянная ссылка
https://repository.rudn.ru/ru/records/article/record/50820/