VIRAL MARKETING: OPPORTUNITIES OF USAGE IN THE IMPLEMENTATION OF MARKETING STRATEGY
Journal Title: ВЧЕНІ ЗАПИСКИ ТАВРІЙСЬКОГО НАЦІОНАЛЬНОГО УНІВЕРСИТЕТУ ІМЕНІ В.І. ВЕРНАДСЬКОГО СЕРІЯ: ЕКОНОМІКА ТА СУСПІЛЬСТВО - Year 2018, Vol 29, Issue 2
Abstract
The article reveals the essence, advantages and features of viral marketing introduction. There was uncovered the potential economic feasibility of using this tool by Ukrainian entrepreneurs in their development strategies. Author proposed to use a range of consumer analysis, consisting of the following indicators: knowledge and influence, behavior, environment with the purpose of developing and implementing such a strategy. It is found out that the virus content allows both to attract new consumers and to keep those who are already with us. This allowed to develop recommendations for domestic enterprises in order to improve the effectiveness of viral marketing usage in the implementation of marketing strategy
Authors and Affiliations
V. E. Kurasova, G. V. Mozgova
Keywords
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- EP ID EP520955
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