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  • In the paper, the authors have reviewed common actions, an aim of which is consumer engagement in interactions with a brand in social media. They have also reviewed engagement types and effects of their use. Based on a literature review, in a clearer way, the authors have presented attributes of Internet marketing and explored brand-marketing challenges on the Internet. Authors have summarized the information on Russian users' efforts in social media. Based on empirical data, the researchers have made a portrait of media actors and the audience in Russian social media, identified target groups among consumers by a number of criteria. They have also completed an analysis of common ways for promotion of companies (brands) and their products and services, taking into account a structure of social media users and specifics of communication channels. Findings include identified most common lines of business for promotion in a competitive social media based on efficiency of the engagement response (rate) per brand/product-specific page or post. These data have made it possible to formalize strategic goals and possible results of brand marketing for various types of social media. (xsd:string)
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  • 2018 (xsd:gyear)
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  • 2018 (xsd:gyear)
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  • v9i3/49478 ()
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  • true (xsd:boolean)
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  • en (xsd:string)
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?:issn
  • 0976-0911 ()
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  • 3 (xsd:string)
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  • Brand Marketing Trends in Russian Social Media (xsd:string)
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  • Zeitschriftenartikel (xsd:string)
  • journal_article (en)
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  • GESIS-SSOAR (xsd:string)
  • In: Media Watch, 9, 2018, 3, 397-410 (xsd:string)
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  • 9 (xsd:string)