Economic Bulletin of the National Mining University

 

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Article

Issue:2021 №4 (76)
Section:Marketing
UDK:659.1
DOI:https://doi.org/10.33271/ebdut/76.166
Article language:Ukrainian
Pages:166-174
Title:Analysis of trends in the use of advertising in social networks
Authors:Pidlisna O. A., Igor Sikorsky Kyiv Polytechnic Institute,
Vybornov A. O., Igor Sikorsky Kyiv Polytechnic Institute
Annotation:Methods. The main methods of research are: comparative analysis of existing business models of advertising, grouping data to evaluate them – in systematizing and summarizing research results, as well as informal (intuitive) forecasting methods – when forming a sample for observation and analysis of trends in the formation of business models of advertising. Results. The work is devoted to the study of modern tools for advertising works, goods, services through social networks. The purpose of the study is to determine the trends in the formation of business models for the advertising activities of legal entities in social networks. The main task is to study the tools for promoting goods / services in social networks, increasing loyalty through social networks. The article presents the results of the analysis of trends in the formation of business models of advertising activities of legal entities in social networks. It is shown how a change in the factors of the economy of sustainable development, in particular the age distribution of the population, affects the formation of the advertising policy of a business entity. The contradiction between the meaning of the concept of «social network» and the peculiarities of the organization of advertising activities of legal entities is determined. The role of modern IT technologies, such as the Metauniverse, chat-bot, automated sales funnels and the use of artificial intelligence systems to solve the indicated contradictions, is shown. An attempt was made to evaluate the economic efficiency of using modern tools to form consumer loyalty to the activities of legal entities through social networks by giving the latter the features of socially adapted market entities. Novelty. The paper stresses the necessity of studying modern definitions of «social network», «economic entity and its avatar in a social network». The next step in the development of scientific thought should be the understanding, scientific justification and study of the differences between an individual and his image in the Internet space. Practical value. In accordance with global trends in the institutional protection of consumer personal data on the internet, the expected changes in the behavior of business entities in social networks and the role of technology companies in this process are shown. The indicated trends will objectively influence both the organizational structure of a business entity and the formation of business models of B2C interaction. The results of the study are of interest both to representatives of medium and large businesses, and to the scientific community for the formation of a theoretical scientific basis for modern advertising processes. 
Keywords:Internet, internet advertising, Social networks, loyalty, Meta-universe, chatbot, sales funnel, artificial intelligence, avatar, advertising business model
File of the article:EV20214_166-174.pdf
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