POTENTIAL WAYS OF MARKETING RESEARCH IN THE SYSTEM OF SOCIAL MEDIA MARKETING
Journal Title: Інноваційна економіка - Year 2017, Vol 67, Issue 1
Abstract
Purpose. To investigate the status and development trends of marketing research at Ukraine in the system Social Media Marketing. Methodology of research. Data collection was achieved by using an online survey and observation. Primary data was gathered from a marketing experiment. In addition to the above stated methods the authors used inductive and deductive learning, analytical and structured logical methods. Findings. This paper clearly correlates the importance of effective SMM in brand, goods, or company image development, which in turn will lead to an increased brand following and reputation defense through brand loyalty formation. The results from this study showed a growth in popularity of social networks that allowed to view them as a concentration of consumers and a platform for marketing research. Social network is an online service, either a website or a platform, meant to organize social interactions. According to the findings from different analytical sites, every other internet user is subscribed for at least one social network. Social media marketing is a qualitative marketing campaign, which is built on the result of a marketing research and designed to strategically deliver information about goods and services only to interested consumers. The paper describes main features which explain how social networks can be an excellent field for marketing research. Originality. Five key features of marketing researching tools in the system of social networks are founded and described. Practical value. Theoretical aspects of marketing research in SMM helps a company to get direct feedback from existing customers and potential customers alike while making the company seem more personable. The interactive nature of social media give customers an opportunity to ask questions or to voice complaints which creates an inclusive atmosphere where they feel as part of a force driving decision making. The results gathered in this research explain how to find potential opportunities in utilization of social networks as a platform for performing consumer marketing research with the goal to receive more objective and detailed information when compared to standard set of marketing resources.
Authors and Affiliations
Viktoriia Arestenko, Tetiana Arestenko, Valerii Arestenko
Keywords
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