The role and significance of social networks in the company communication component structure
Journal Title: Науковий вісник Полтавського університету економіки і торгівлі. Серія "Економічні науки" - Year 2018, Vol 1, Issue 86
Abstract
Annotation. Objective assessment of the effectiveness of modern communication tools will allow to substantiate managerial decisions on expediency of using social networks in the structure of the communication complex of the company and improve the quality of management decisions in achieving the strategic marketing goals of the company. Purpose of the article is a detailed consideration of issues related to the characteristics of the role and importance of social networks in the formation of an effective communication system with their use for the promotion of goods and services. Methodology of research. Solving the tasks set in the article is carried out with the help of such general scientific and special research methods: analysis and synthesis, systematization and generalization. Findings. On the basis of systematization of scientific works of domestic and foreign scientists on the process of promotion of goods and services, it can be argued that it is expedient to isolate among the general range of constructive elements of the formation of a communication complex of modern tools, which include social networks that allow to actively influence the target audience on the basis of establishing long-term partnership relations. Practical value. As a result of the study, a detailed content-plan of publications with approximate topics of posts was developed on the example of the confectionery industry, which provides for the process of current correction and editing, depending on the reaction of users of the network, which will allow the publication of various posts on a regular basis, in order to streamline the work of marketers to promote the company’s products. social networks and will allow to evaluate its effectiveness.
Authors and Affiliations
T. Kutsenko, I. Parfentenko
Keywords
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- EP ID EP466441
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