• Brand Marketing Trends in Russian Social Media

    Author(s):
    VERONIKA YU. CHERNOVA , OKSANA V. TRETYAKOVA ANDREY I. VLASOV
    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2018
    Group(s):
    Communication Studies, Cultural Studies, Digital Humanists, Electronic Literature, Information Ecosystems
    Subject(s):
    Russia, Area studies, Social media, Digital communications, Digital media, Advertising
    Item Type:
    Article
    Tag(s):
    brand marketing, engagement index, Ecommerce, Russian studies, Digital communication, New media
    Permanent URL:
    http://dx.doi.org/10.17613/8gre-c547
    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.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    3 years ago
    License:
    All Rights Reserved

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