DOI: 10.32702/2307-2105-2020.8.55
УДК: 330.341:338.45
Г. Л. Чміль
СОЦІАЛЬНИЙ МЕДІА МАРКЕТИНГ ЯК ІНСТРУМЕНТ ПРОСУВАННЯ ПОСЛУГ ПІДПРИЄМСТВА ІНДУСТРІЇ ГОСТИННОСТІ
Анотація
У статті здійснено розробка рекомендацій щодо застосування інструментів соціального медіа маркетингу на підприємствах. Досліджено наукове поняття «соціальний медіа маркетинг». Розглянуто переваги та недоліки соціального медіа маркетингу (SSM). Визначено найбільш ефективні інструменти просування в Інтернеті. Проаналізовано вплив вікової сегментації на кількість проведеного часу та основних занять в соціальних мережах. Проаналізовано особливості застосування соціального медіа маркетингу у 5 соціальних мережах: Instagram, Facebook, YouTube, Вконтакте, Twitter. Здійснено аналіз використання обраних соціальних мереж по групам цільових аудиторіях споживачів. Розроблено рекомендації для покращення просування товарів та послуг у соціальних мережах. Результати дослідження можуть бути використані у практичній діяльності підприємств та покладені в основу подальших досліджень.
Ключові слова: соціальний медіа маркетинг; позиціонування компанія; цільова аудиторія; соціальні мережі; імідж бренда.
Література
1. Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. URL: https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20761
2. Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782. URL: https://www.sciencedirect.com/science/article/abs/pii/S0148296314003816
3. Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309. URL: https://www.ingentaconnect.com/content/westburn/tmr/2015/00000015/00000003/art00003
4. Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126. URL: https://www.sciencedirect.com/science/article/abs/pii/S0148296316302843
5. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841. URL: https://www.sciencedirect.com/science/article/abs/pii/S0148296316304325
6. Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69. URL: https://www.sciencedirect.com/science/article/abs/pii/S096969891730591X
7. Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15-26. URL: https://www.sciencedirect.com/science/article/abs/pii/S109499681730018X
8. Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business horizons, 58(3), 335-345. URL: https://www.sciencedirect.com/science/article/pii/S0007681315000075
H. Chmil
SOCIAL MEDIA MARKETING AS A TOOL FOR PROMOTING SERVICES OF A HOSPITALITY COMPANY
Summary
The article develops recommendations for the use of social media marketing tools in enterprises. In Ukraine, there is a steady increase in Internet penetration among the population. Every year, the Internet becomes more accessible due to the growth of the coverage network, the spread of electronic devices for connecting to the Internet, and the desire of users to join the world wide web. In the context of the information society, the Internet is transformed from a communication channel to the environment and interaction of consumers. With unlimited access to products and the ability to share experiences, users influence each other's consumer behavior more than ever before. These features should be taken into account when developing scientific and methodological foundations for managing consumer behavior on the Internet. The scientific concept of "social media marketing"is studied. The advantages and disadvantages of social media marketing (SSM) are considered. The uniqueness of social media is that it allows businesses to interact directly with consumers, without the Intrusive effects of traditional marketing technologies. The most effective tools for promotion on the Internet have been identified. The influence of age segmentation on the amount of time spent and the main activities in social networks is analyzed. Facebook instagram, YouTube, Vkontakte, Twitter, social media marketing application features are analyzed in 5 social networks: Instagram, Facebook, YouTube, and Twitter. The analysis of the use of selected social networks by groups of target audiences of consumers is carried out. Recommendations have been developed to improve the promotion of products and services in social networks. So, the uniqueness of social media is that it allows the enterprise to interact directly with consumers, without the Intrusive actions of traditional marketing technologies. Therefore, the goal of social media marketing is to interest the consumer, create a positive brand image, and position the company, for which the primary task is not to make a profit, but to meet the needs of consumers, win their trust and affection. The results of the research can be used in the practical activities of enterprises and form the basis for further research.
Keywords: social media marketing; positioning company; target audience; social networks; brand image.
References
1. Ashley, C. and Tuten, T. (2015), “Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement”, Psychology & Marketing, vol. 32(1), pp. 15-27, available at: https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20761 (Accessed 30 June 2020).
2. Chang, Y. T. Yu, H. and Lu, H. P. (2015), “Persuasive messages, popularity cohesion, and message diffusion in social media marketing”, Journal of Business Research, vol. 68(4), pp. 777-782, available at: https://www.sciencedirect.com/science/article/abs/pii/S0148296314003816 (Accessed 30 June 2020).
3. Dwivedi, Y. K. Kapoor, K. K. and Chen, H. (2015), “Social media marketing and advertising”, The Marketing Review, vol. 15(3), pp. 289-309, available at: https://www.ingentaconnect.com/content/westburn/tmr/2015/00000015/00000003/art00003 (Accessed 30 June 2020).
4. Felix, R. Rauschnabel, P. A. and Hinsch, C. (2017), “Elements of strategic social media marketing: A holistic framework”, Journal of Business Research, vol. 70, pp. 118-126, available at: https://www.sciencedirect.com/science/article/abs/pii/S0148296316302843 (Accessed 30 June 2020).
5. Godey, B. Manthiou, A. Pederzoli, D. Rokka, J. Aiello, G. Donvito, R. and Singh, R. (2016), “Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior”, Journal of business research, vol. 69(12), pp. 5833-5841, available at: https://www.sciencedirect.com/science/article/abs/pii/S0148296316304325 (Accessed 30 June 2020).
6. Shareef, M. A. Mukerji, B. Dwivedi, Y. K. Rana, N. P. and Islam, R. (2019), “Social media marketing: Comparative effect of advertisement sources”, Journal of Retailing and Consumer Services, vol. 46, pp. 58-69, available at: https://www.sciencedirect.com/science/article/abs/pii/S096969891730591X (Accessed 30 June 2020).
7. Wang, Z. and Kim, H. G. (2017), “Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective”, Journal of Interactive Marketing, vol. 39, pp. 15-26, available at: https://www.sciencedirect.com/science/article/abs/pii/S109499681730018X (Accessed 30 June 2020).
8. Zhu, Y. Q. and Chen, H. G. (2015), “Social media and human need satisfaction: Implications for social media marketing”, Business horizons, vol. 58(3), pp. 335-345, available at: https://www.sciencedirect.com/science/article/pii/S0007681315000075 (Accessed 30 June 2020).
№ 8 2020
Дата публікації: 2020-08-27
Кількість переглядів: 13498
