Managing the marketing Internet-communications on the basis of crowd-technologies

Poltorak Kateryna
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Poltorak Kateryna: National Technical University of Ukraine “Kyiv Polytechnical Institute”

International Journal of Innovative Technologies in Economy, 2015, issue 1 (1), 22-32

Abstract: In the article it has been studied the transformation of the marketing communications in conditions of the information society. It has been found out that the current model of communication is losing its topicality due to the change of communication process scheme. It has been studied that in the present conditions of the Internet the users are organized into communities and influence one another’s behavior. According to this it has been suggested a new communication influence model that is supposed two contours of communication management where the first is directed to the Internet communities and the second one immediately on the consumer. The author has defined the crowd-technologies and crowd-marketing. In accordance to this model it has been developed a structural-logical scheme of choosing the communication strategies and management of consumers’ behavior. The strategy of the consumer’s behavior management is formed at defining the stage of the consumer’s readiness to buy and the corresponding communication environment. The author has formed strategies matrix and defined the essence of the given strategies. The suggested scientific-methodical points can be used in enterprises practice to increase the efficiency of communication policy of the company.

Keywords: INTERNET-COMMUNICATIONS; TWO-CONTOUR MODEL; COMMUNITIES; CONSUMER'S BEHAVIOR; LEAD GENERATION (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:scn:033054:16525124

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