dc.contributor.author | Chernova, Veronika Yu. | de |
dc.contributor.author | Tretyakova, Oksana V. | de |
dc.contributor.author | Vlasov, Andrey I. | de |
dc.date.accessioned | 2021-08-23T14:00:28Z | |
dc.date.available | 2021-08-23T14:00:28Z | |
dc.date.issued | 2018 | de |
dc.identifier.issn | 0976-0911 | de |
dc.identifier.uri | https://www.ssoar.info/ssoar/handle/document/74578 | |
dc.description.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 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. | de |
dc.language | en | de |
dc.subject.ddc | Publizistische Medien, Journalismus,Verlagswesen | de |
dc.subject.ddc | News media, journalism, publishing | en |
dc.subject.other | Social media; brand marketing; engagement index; advertising; Ecommerce | de |
dc.title | Brand Marketing Trends in Russian Social Media | de |
dc.description.review | begutachtet (peer reviewed) | de |
dc.description.review | peer reviewed | en |
dc.source.journal | Media Watch | |
dc.source.volume | 9 | de |
dc.publisher.country | MISC | de |
dc.source.issue | 3 | de |
dc.subject.classoz | Werbung, Public Relations, Öffentlichkeitsarbeit | de |
dc.subject.classoz | Advertising, Public Relations | en |
dc.rights.licence | Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0 | de |
dc.rights.licence | Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0 | en |
internal.status | formal und inhaltlich fertig erschlossen | de |
dc.type.stock | article | de |
dc.type.document | Zeitschriftenartikel | de |
dc.type.document | journal article | en |
dc.source.pageinfo | 397-410 | de |
internal.identifier.classoz | 1080409 | |
internal.identifier.journal | 2041 | |
internal.identifier.document | 32 | |
internal.identifier.ddc | 070 | |
dc.identifier.doi | https://doi.org/10.15655/mw/2018/v9i3/49478 | de |
dc.description.pubstatus | Veröffentlichungsversion | de |
dc.description.pubstatus | Published Version | en |
internal.identifier.licence | 20 | |
internal.identifier.pubstatus | 1 | |
internal.identifier.review | 1 | |
internal.pdf.wellformed | true | |
internal.pdf.encrypted | false | |
ssoar.urn.registration | false | de |