SOCIAL MEDIA IN THE DIGITAL ECOSYSTEM: FUNCTIONS, ROLE AND VALUE IN MARKETING

Olga E. Ustinova ()
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Olga E. Ustinova: Financial University under the Government of the Russian Federation

Annals of marketing-mba, 2019, vol. 4

Abstract: In the current conditions of digitalization of the economy, marketing research shows a steady interest in studying social media, their impact and subsequent updating of the corresponding consumer motive. With the advent of modern information technologies in the everyday life of consumers, there are changes in the perception of advertising information, which entail new problems. In addition to the basic functions of informing and entertaining, social media can influence the consciousness of users. Accordingly, the audience’s unwillingness to oversaturate information leads to a decrease in emotional stability. The consequence of this is the consumer’s exposure to neuro-linguistic and neuromarketing manipulations of his behavior. The focus is on pragmatic issues of the practical use of social networks as a means of achieving goals. In this regard, the urgent task of scientific knowledge is the study of manipulative marketing technologies.

Keywords: marketing technologies; social media; neuromarketing; consumers (search for similar items in EconPapers)
Date: 2019
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