Brand Marketing Trends in Russian Social Media
VERONIKA YU. CHERNOVA1, OKSANA V. TRETYAKOVA,2 & ANDREY I. VLASOV3
1Peoples’ Friendship University of Russia, Russian Federation
2Tyumen Industrial University, Russian Federation
3Bauman Moscow State Technical University, Russian Federation
© Media Watch 9 (3) 397-410, 2018
DOI: 10.15655/mw/2018/v9i3/49478
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 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.