© Media Watch 9 (3) 397-410, 2018
ISSN 0976-0911 e-ISSN 2249-8818
Brand Marketing Trends in Russian Social Media
VERONIKA YU. CHERNOVA1, OKSANA V. TRETYAKOVA2, ANDREY I. VLASOV3
1Peoples’ Friendship University of Russia, Russian Federation
2Tyumen Industrial University, Russian Federation
3Bauman Moscow State Technical University, Russian Federation
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.
Keywords: Social media, brand marketing, engagement index, advertising, E-commerce
Andreychenko, N.V., & Polyakova, E.Yu. (2011). Social networking for successful branding and PR-activities. Terra Economicus, 9(3-2), 56-59.
Azar S., Machado, J., Vacas-de-Carvalho, L., & Mendes, A. (2016, March). Motivations to interact with brands on Facebook – towards a typology of consumer–brand interactions. Journal of Brand Management, 23(2), 153-178.
Benway, J.P., & Lane, D.M. (1998). Banner Blindness: Web Searchers Often Miss ‘Obvious’ Links. Rice University: Internet Technical Group, 13.
Brand Analytics research: What they sell and buy in social media. (2018). Retrieved from http://blog.br-analytics.ru/chto-prodayut-i-pokupayut-v-sotsialnyh-media. [Accessed 23 July 2018].
Britvin, N.I. (2008). Social Media as a prototype of social structure. Power, 1, 45-49.
Chaffey, D. (2018). Global social media research. Summary 2018. Retrieved from https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/ [Accessed 24 May 2018].
De Vries, L., Gensler, S., & Leeflang, P.S.H. (2012) Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
Debono, R. (2013). The effectiveness of Social Media Marketing as a Branding tool for hoteliers. [Thesis]. University of Malta.
Digital in 2016. Global overview. We are social. Retrieved from http://wearesocial.com/uk/special-reports/digital-in-2016. [Accessed 24 May 2018].
How brands work in social media – RuNet analysis. (2018). Retrieved from http://www.sostav.ru/publication/analiz-predstavlennosti-rossijskikh-brendov-v-sotsialnykh-setyakh-22834.html [Accessed 24 May 2018].
Hutchinson, A. (2016). Facebook releases guide on transformational trends and what they mean for marketers. Retrieved from https://www.socialmediatoday.com/technology-data/facebook-releases-guide-transformational-trends-and-what-they-mean-marketers [Accessed 24 May 2018].
Išoraitė, M. (2015a). Entrepreneuship and blog marketing. Entrepreneurship and Sustainability Issues, 2(3): 171-178. https://doi.org/10.9770/jesi.2014.2.3(6)
Išoraitė, M. (2015b). Coupons as effective and innovative marketing tool. Entrepreneurship and Sustainability Issues, 3(1), 104-113. https://doi.org/10.9770/jesi.2015.3.1(9)
JagaJam research group. (2017). Sector report for social media. Retrieved from https://jagajam.com/ru/reports. [Accessed 23 July 2018].
Johansson, M. (2010). Social media and brand awareness – a case study in the fast moving consumer goods sector [Bachelor’s thesis]. Lulea University of Technology.
Jokinen, T. (2016). Branding in social media and the impact of social media on brand image [Thesis]. Seinäjoki University of Applied Sciences.
Kim, Y., & Slotegraaf, R.J. (2016). Brand-embedded interaction: a dynamic and personalized interaction for co-creation. Marketing Letters, 27/1, 183-193.
Kusina, O. A. (2013). Social networks as an effective marketing tool of MICE. Creative Economy, 1, 118-123.
Kuzmin, E.A. (2017). A study on the problems of the structure of transaction costs. Problems and Perspectives in Management, 15(3), 224-233.
Limba, T., Kiškis, M., Gulevičiūtė, G., Stasiukynas, A., Plėta, T., & Juozapavičiūtė, I. (2018). Model based on qualitative criteria for internet marketing development. Entrepreneurship and Sustainability Issues, 5(3), 618-633. https://doi.org/10.9770/jesi.2018.5.3(15)
Manninen, P. (2017). Social media as a branding tool defining the customer perspective. [Bachelor’s thesis]. JAMK University of Applied Sciences.
MediaScope. (2018). Retrieved from http://mediascope.net/services/media/preferences-of-russians/data_format/ [Accessed 3 May 2018].
Odhiambo, C. A. (2012). Title social media as a tool of marketing and creating brand awareness. [Bachelor’s thesis]. Vaasan: Ammattikorkeakoulu University of Applied Sciences.
Samašonok, K., Išoraitė, M., & Leškienė-Hussey, B. (2016). The internet entrepreneurship: opportunities and problems. Entrepreneurship and Sustainability Issues, 3(4), 329-349. https://doi.org/10.9770/jesi.2016.3.4(3)
Simpson, J. (2018). New Twitter polls & the opportunities for marketers. Retrieved from https://econsultancy.com/blog/67106-new-twitter-pollsthe-opportunities-for-marketers [Accessed 23 July 2018].
Slugina, Y. N. (2015). Marketing communications in social media: problems and perspectives. Finance: Theory and Practice, 2(86), 130-134.
Social media statistics. (2018). Brand Analytics. Retrieved from https://br-analytics.ru/statistics/author [Accessed 24 May 2018].
Timoshkin, A.G., Vlasov, A.I. (1996). On strategy and tactics of marketing policy of a multidisciplinary computer company. Instruments and control systems, 9, 59-61.
Uspenskiy, I. V. (2003). Internet-marketing. Saint Petersburg: SPGUiF.
Vukasovič, T. (2013, July). Building successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56-63.
Zlobina, N.V., & Zavrazina, K.V. (2015). Marketing in the social networks: current trends and prospects. St. Petersburg Polytechnic University Journal of Engineering Science and Technology. Economics, 6(233), 166-172.
Dr. Veronika Yu. Chernova is an associate professor, Department of Marketing at People’s Friendships University of Russia. Dr. Chernova’s research interests are: world economy, marketing of transnational companies, import substitution, product personalization, one-to-one marketing, interactive marketing communications.
Dr. Oksana V. Tretyakova is an associate professor in the Department for interaction with industrial partners and monitoring of the quality of education at Tyumen Industrial University. Dr. Tretyakova’s research interests are: reputational management, business planning in the advertising field, tourism policy and planning, socio-demographic trends.
Dr. Andrey I. Vlasov is an assistant professor in the Department of IU4 “Designing and Technology of Electronic Equipment” at Bauman Moscow State Technical University. Dr. Vlasov’s research interests are: public-private partnership, information technology, Big data, Interet of things, investment management, marketing planning.