Please use this identifier to cite or link to this item:
Title: Branding and Advertising on Social Networks: Current Trends
Authors: Vdovichena, Olga
Trachuk, Tetiana
Andriushchenko, Mariia
Semenda, Olha
Pashkevych, Maryna
Keywords: branding on social networks
advertising on social networks
Instagram branding
brand positioning
brand content strategy
Issue Date: 2021
Publisher: International Journal of Computer Science and Network Security, VOL.21 No.4, - April 2021 - Pages: 178-185
Abstract: The emergence of social networks has led to the flourishing of a new golden era of branding, which is a challenge for companies due to the need for creative positioning of companies with an emphasis on building trust and loyalty to the brand. Consumers are becoming more demanding and due to a wide range of products in different markets, make demands that are more stringent on companies. The goal of this article was to study the main trends of branding and advertising on social networks to develop a new approach to brand promotion. Methodology. The quantitative and qualitative research design was used to determine the main trends in branding and advertising on social networks. The methodology included the following methods: 1) analysis of the relationship between brand value and brand content strategy, 2) content analysis of the content of companies in social networks on the example of 10 world-famous brands with the highest value. The results allowed forming the criteria of effective content and communication: simplicity of content and simplicity of communication, lack of direct advertising of products, emphasis on global socio-economic problems and social orientation, unobtrusive communication, content creativity, indirect information about the product or work, the history of the company's development through various tools. The main content strategies of brands are defined: storytelling strategy; strategy of informing about the history of the company's development; entertainment and information strategy; strategy of joint interaction with the audience through the involvement of wellknown influencers or users of products. The theoretical and practical value of the results is confirmed by the conceptualization of the main content strategies of world-famous brands, which are pioneers in new ways to build relationships with users through social networks. The research proposes to use a customer-oriented approach to brand promotion. This means studying consumer behavior and predicting possible changes in behavior, which determines the level of interaction with the brand, the content strategy of the brand, and its effectiveness.
Appears in Collections: Маркетингова діяльність

Files in This Item:
File Description SizeFormat 
Branding and Advertising on Social Networks Current Trends.pdfОсновний текст483.38 kBAdobe PDFView/Open

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.