SOCIAL MEDIA AS A TOOL FOR MANAGING CONSUMER LOYALTY
Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 1, Issue 63
Abstract
At the present time, almost all spheres of our lives going through the era of digitization, and marketing has not been an exception. Today’s consumer is increasingly looking for information, making purchases, and generally spending time on the Internet, which is why it is important for marketing professionals to find the right ways and means to communicate with a potential clients, whose behaviour varies with the speed of innovation both in the spheres that cover the activities of the Internet and generally in the modern world. The purpose of this research is to determine the role of the latest tools for communicating through social media with the consumer. The article defines the importance of using social media and the Internet in the process of working with the consumer and promoting the supply of a particular company. The main elements of modern communications in the structure of the classical concept of marketing complex are considered. We studied the specifics of Internet audiences and opportunities of working with these costumers. In this article, there is conducted an analysis of current trends in the professional field of marketing specialists and trends in the management of consumers loyalty. The users’ adherence to certain social sites is analysed. We defined problems and risks in working with social networks, assignments that they can solve, and we compared disadvantages and advantages of the main Internet tools, new approaches have its strengths and weaknesses as well. The importance of creating a reputation on the Internet and its subsequent management is grounded, as well as the division of information flows on the subject and style of treatment between different platforms.
Authors and Affiliations
S. E. Petropavlovskaya, N. Y. Lysak, G. V. Malahovska
Keywords
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