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Brand Marketing Trends in Russian Social Media
[journal article]
Abstract 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 ... view more
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.... view less
Classification
Advertising, Public Relations
Free Keywords
Social media; brand marketing; engagement index; advertising; Ecommerce
Document language
English
Publication Year
2018
Page/Pages
p. 397-410
Journal
Media Watch, 9 (2018) 3
ISSN
0976-0911
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0