Social Media Marketing como herramienta de promoción de servicios y bienes en Internet
| Autor | Olesia Iastremska, Iryna Feshchur, Nadiia Lysytsia, Maryna Martynenko, Oksana Losheniuk |
| Cargo | Ph.D.in Economics, Associated Professor of the department Management and Business, Faculty Management and Marketing, Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine/Ph.D.in Economics, Associate Professor, Department of Marketing, Faculty of Economics, Ivan Franko National University of Lviv, Lviv, Ukraine/DSc (Sociology... |
| Páginas | 374-382 |
374
www .am azon iai nves tiga .inf o I SSN 232 2- 6307
DOI: https://doi.org/10.34069/AI/2023.67.07.32
How to Cite:
Iastremska, O., Feshchur, I., Lysytsia, N., Martynenko, M., & Losheniuk, O. (2023). Social Media Marketing as a tool for
promoting services and goods on the internet. Amazonia Investiga, 12(67), 374-382. https://doi.org/10.34069/AI/2023.67.07.32
Social Media Marketing as a tool for promoting services and goods on
the internet
Social Media Marketing como herramienta de promoción de servicios y bienes en Internet
Received: May 29, 2023 Accepted: July 8, 2023
Written by:
Olesia Iastremska1
https://orcid.org/0000-0003-1865-0282
Iryna Feshchur2
https://orcid.org/0000-0002-8093-3016
Nadiia Lysytsia3
https://orcid.org/0000-0001-8726-1331
Maryna Martynenko4
https://orcid.org/0000-0002-4193-6716
Oksana Losheniuk5
https://orcid.org/0000-0002-1678-4044
Abstract
This article provides an in-depth analysis of the role
of social media as a powerful tool for promoting
services and goods on the Internet in the conditions
of impressions economy. The authors take a closer
look at the role of social media in marketing
strategies, its impact on consumers, and the
effectiveness of campaigns. The main purpose of
the article is to explore various strategies, tactics,
and success factors of using social media to support
a brand, engage the audience and increase sales.
Analyzing various social media marketing
strategies, the authors of the article emphasize the
importance of creating interesting and meaningful
content and engaging with the audience. It reveals
the importance of creating a brand identity and
supporting it through social media channels. The
article also examines the impact of social media on
customer purchase, conversion, and loyalty.
Among the key success factors of social media
marketing, the article identifies the choice of the
right platforms, measuring performance,
establishing effective interaction with the audience,
and analyzing the competitive environment. The
authors emphasize the need to combine traditional
Resumen
Este artículo analiza en profundidad el papel de los
medios sociales como poderosa herramienta de
promoción de servicios y bienes en I nternet. Los
autores examinan detenidamente el papel de los
medios sociales en las estrategias de marketing, su
impacto en los consumidores y la eficacia de las
campañas. El objetivo principal del artículo es
explorar diversas estrategias, tácticas y factores de
éxito del uso de los medios sociales para apoyar
una marca, captar la atención del público y
aumentar las ventas.
Analizando diversas estrategias de marketing en
las redes sociales, los autores del artículo destacan
la importancia de crear contenidos interesantes y
significativos y de captar la atención del público.
Revelan la importancia de crear una identidad de
marca y apoyarla a través de los canales de las
redes sociales. El artículo también examina el
impacto de los medios sociales en la compra, la
conversión y la fidelidad de los clientes.
Entre los factores clave del éxito del marketing en
medios sociales, el artículo identifica la elección de
las plataformas adecuadas, la medición del
1 Ph.D.in Economics, Associated Professor of the department Management and Business, Faculty Management and Marketing, Simon
Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine.
2 Ph.D.in Economics, Associate Professor, Department of Marketing, Faculty of Economics, Ivan Franko National University of Lviv,
Lviv, Ukraine.
3 DSc (Sociology), Professor, Department of Marketing, Faculty of Management and Marketing, Simon Kuznets Kharkiv National
University of Economics, Kharkiv, Ukraine.
4 DSc (Economics), Professor of the Department of Management, Logistics and Innovations, Simon Kuznets Kharkiv National
University of Economics, Kharkiv, Ukraine.
5 Ph.D.in Economics, Associate Professor, Chernivtsi Institute of Trade and Economics of Kyiv University of Trade and Economics,
Chernivtsi, Ukraine.
Iastremska, O., Feshchur, I., Lysytsia, N., Martynenko, M., Losheniuk, O. / Volume 12 - Issue 67: 374-382 / July, 2023
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