Marketing

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#30 Development of a mechanism for evaluating the effectiveness of viral videos in the marketing communications system

Abstract: In the format of online communications, video occupy the dominant position. Currently, viral advertising on the Internet in many cases is the fastest and most reliable way to promote goods and services. Despite the deep study of the issues regarding the Internet marketing and the problems of organizing effective communications in the Internet environment, [...] Load More the issue of the specifics of the application, management, and evaluation of the effectiveness of viral video in the marketing communications system related to the Russian market of goods and services remains insufficiently studied. In this regard, the research purpose is to theoretically substantiate and develop methodological tools for assessing the effectiveness of viral videos in the system of online marketing communications. The foundation of the research is synergetic and object-oriented approaches, and the method of expert assessments. The SPSS software package and MS Excel were used as a statistical processing tool. Scientific novelty of the research is the following: the content of the concept of “viral marketing” was clarified; an object-oriented classification of marketing communication methods in the Internet environment were developed and substantiated; a typology of social network users as subjects of a marketing communication space for the distribution of a viral video was proposed; criteria based on the user’s reaction when receiving a link to video content were proposed; a mechanism for evaluating the effectiveness of a viral video, based on the postulates of a synergistic approach, was developed.
Keywords: viral video; Internet marketing; online communications; advertising; effectiveness.
Date of publication: Summer 2023 / Deadline: 31 March 2023

Journal title: available for those who has paid.

Region of the journal publication: South America.

Scientific field: Marketing, Business.

Indexing of the journal: WoS (Emerging Sources Citation Index, Q4).

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#29 Formation of marketing communications in social media based on the features of consumer behavior

Abstract: Currently, the issue of understanding consumer behavior (CB) in social media (SM) is becoming more and more urgent, for which there has not been a convincing answer substantiated by scientific and experimental data. No stable links have been found that explain the economic, marketing, and personal determination of this form of economic behavior, revealing [...] Load More the patterns of its formation and dynamics. In this regard, the research purpose is to theoretically substantiate and develop methodological approaches to the formation of marketing communications in social media, considering the features of consumer behavior. General scientific and economic-statistical methods were applied in marketing with a focus on the requirements of structural and functional analysis, methods of field and desk marketing research, and psycho-diagnostic procedures: a survey using the author-developed questionnaire “Motivation of consumer behavior in social media” and a 16-factor questionnaire by R. Cattell. The statistical SPSS-20 package was used to process a variable array. Scientific novelty of the research is the following: the essence of CB in SM was determined and the relationship with other types of behavior was revealed, including options for transforming non-economic behavior into consumer behavior; the principles of development of marketing communications in SM were substantiated; the author’s content of “loyalty in social media” was proposed; the content of marketing communications in SM was developed based on the application of methods of multiple regression analysis of a variable array obtained in the course of the study; a classification of types of CB in the SM was proposed based on the author-developed criterion “the difference between the components of motivational complexes”; a methodology for the formation and management of marketing communications within the brand communities in the SM was developed and tested.
Keywords: brand communities; loyalty; marketing communications; consumer behavior; social media.
Date of publication: Summer 2023 / Deadline: 31 March 2023

Journal title: available for those who has paid.

Region of the journal publication: South America.

Scientific field: Marketing, Business.

Indexing of the journal: WoS (Emerging Sources Citation Index, Q4).

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#28 Formation of an integrated marketing system for organizing electronic trade in pre-selection goods

Abstract: The high growth rates of online sales increase the urgency of solving the problem of creating an effective integrated system of online sales of pre-selection goods (PSG). The implementation of this problem is paid little attention to in modern literature and requires special study. The research purpose is to scientifically substantiate the methodological [...] Load More foundations and the direct formation of an integrated marketing system for organizing trade in PSG, considering the specifics of the functioning of the virtual market and sales on the Internet. The following general scientific methods were applied: system-functional method, comparative analysis, induction, and deduction, scientific abstraction, methods of processing statistical information and work with legal documentation. The methodological basis of the study is the dialectical method of cognition and the graphic method. The procedures of statistical and logical analyses and methods of field and desk marketing research were applied; the main trends and drivers of the e-commerce market were identified; a scheme for the consumer making a decision on the purchase of PSG was presented; tools for promoting PSG through ET were substantiated; a neural network model was developed for predicting the effectiveness of the functioning of a furniture online store; the principles necessary for the formation of an integrated marketing system capable of organizing the process of promoting PSG through ET were formulated; a set of management decisions was proposed, depending on the effectiveness of the site in various functional options. Scientific novelty of the study is the following: e-commerce features were highlighted based on the comparison with foreign online commerce experience; priority factors influencing the development of ET regarding PSG were identified, arranged, and ranked based on determining their significance; the functional characteristics of virtual channels for promoting products in the furniture chain retail market in Russia on the Internet were established; the priority of the use of specialized tools for the promotion of PSG was justified; the author-developed neural network model for predicting the effectiveness of an online store was offered.
Keywords: virtual market; marketing; preselection; product; electronic commerce.
Date of publication: Summer 2023 / Deadline: 31 March 2023

Journal title: available for those who has paid.

Region of the journal publication: South America.

Scientific field: Marketing, Business.

Indexing of the journal: WoS (Emerging Sources Citation Index, Q4).

Article Author:
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  • Author #2
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  • Author #3
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