THE POWER OF "LIKE". THE INFLUENCE OF MARKETING IN SOCIAL NETWORKS ON ATTRACTING CLIENTS

Rybina O.

Sumy State University,
Sumy, Ukraine
o.rybina@omu.sumdu.edu.ua

Shepilov D.

Sumy State University,
Sumy, Ukraine
bezdaha.ua@gmail.com

Pysarenko K.

Sumy State University,
Sumy, Ukraine
katelin.pisarenko@gmail.com

Pages: 118-123

Original language: Ukrainian

DOI: 10.21272/1817-9215.2020.1-12

Summary:
The paper considers marketing communications in social networks that allow to constantly maintain two-way feedback from consumers. Authors understand social media marketing as the use of existing platforms to raise brand awareness among consumers by using the principles of these platforms. Forms of platform promotion are defined: traditional and social (organic). The paper analyzes and systematizes the most popular social networks, which include: Facebook, Whatsapp, Youtube, Instagram, Tik Tok, Twitter, LinkedIn, Pinterest, Snapchat. The considered social networks are divided into: social networks, professional networks, video hosting, knowledge sharing media, micro-blogs and user forums. The paper presents the TOP social networks in the world as of 2019. The paper highlights and substantiates the benefits of marketing in social media, namely: brand building, customer loyalty, conversion, customer service, awareness raising and branding; customer base growth; attracting traffic, leads and sales, etc. As social networks promote active communication between companies and consumers, stimulate interaction among users - the factors that influence customer engagement are identified in the work; it was investigated which content on the brand's page on social networks attracts the majority and makes you want to visit again. It is justified that when using SMM (SocialMediaMarketing) you need to pay more attention to the published information, as this is one of the main factors influencing customers. The paper emphasizes the importance of openness as the main factor in creating a trusting relationship "brand-consumer", which in turn shapes the behavior of the buyer in reality. SMM has been proven to be a powerful media platform for customer communication, brand building, sales growth and website traffic, as the brand demonstrates its openness to communication through social media. It is substantiated that with the help of social networks brands remain in trend.

Keywords:
social media, social networks, social media marketing, customer engagement, strategy..

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