Implications of behavior evolution of Ukrainian internet consumers for integrated marketing communications
Journal Title: Вісник соціально-економічних досліджень - Year 2018, Vol 3, Issue 67
Abstract
The article considers the evolution of Ukrainian Internet users behaviour. Specifically, the changes in the characteristics of the internet users and their online shopping behaviours are tracked over the past several years. The analysis provides an understanding of fast expanding consumer market and its likely future development. Companies pay more attention to online coverage of events and the sharing of publications, as they save the least on digital communications. This segment of advertising is less affected than others during the current crisis: if you count the income in hryvnia, user involvement in this segment is the cheapest. In the client environment comes an understanding of the leading role of digital-agencies at the level of technical solutions. The results have a direct impact on Internet marketing strategies as an element of integrated marketing communications (IMC) in Ukraine and other developing countries. In the context of the research, the possibilities for increasing the impact of the IMC on consumer behavior on the Internet are identified. Marketers should start to treat the Ukrainian online population as a mass market with many niche markets in which they could do business. Modelling the research of IMC influence on consumer behaviour is important for facilitating meaningful comparisons between different companies (in-depth analysis of competition), time etc. To create such a research model, had to test several variables, in terms of matching model components and its functional relationship with theoretical precepts accepted as defining IMC. Thus, some aspects of the impact of the IMC on consumer behavior materialized in the decision-making process of Internet consumers have been clarified.
Authors and Affiliations
Iryna Shkurupska
Keywords
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- EP ID EP507997
- DOI 10.33987/vsed.3(67).2018.104-115
- Views 91
- Downloads 0
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