Keywords
social media
social networks
marketing communications
sales
consumer behavior analysis
How to Cite
Abstract
The author in the article aimed to summarize the trends in the Digital and SMM market by an analysis of the main indicators characterizing Internet and Social media users for 2014–2020 years. Theoretical part of this work was the study of the essence of the «social media marketing» concept (SMM) based on the data on the most popular social networks in Poland and Ukraine. There were analyzed the key performance indicators of the Social Media Marketing Agencies in Poland and Ukraine, such as the average cost of completed projects, personnel numbers, and characteristics of the market segment on the basis of belonging to small, medium and large businesses. A number of tools for activities in various social networks are identified, the reasons for their use, features and methods of promotion are considered.
References
Akram, W., Kumar, R. (2017). A Study on Positive and Negative Effects of Social Media on Society. “International Journal of Computer Sciences and Engineering”, 5(10). DOI: 10.32983/2222-4459-2019-12-446-452.
Erdoğmuş, İ.E., Çiçek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. “Procedia – Social and Behavioral Sciences”, Vol. 58. DOI: 10.1016/j.sbspro.2012.09.1119.
Kemp, S. (2014). Report Global Digital Overview, 2014. Access on the internet: https://datareportal.com/reports/digital-2014-global-digital-overview.
Kemp, S. (2015). Report Global Digital Overview, 2015. Access on the internet: https://datareportal.com/reports/digital-2015-global-digital-overview.
Kemp, S. (2016). Report Global Digital Overview, 2016. Access on the internet: https://datareportal.com/reports/digital-2016-global-digital-overview.
Kemp, S. (2017). Report Global Digital Overview, 2017. Access on the internet: https://datareportal.com/reports/digital-2017-global-digital-overview.
Kemp, S. (2018). Report Global Digital Overview, 2018. Access on the internet: https://datareportal.com/reports/digital-2018-global-digital-overview.
Kemp, S. (2019). Report Global Digital Overview, 2019. Access on the internet: https://datareportal.com/reports/digital-2019-global-digital-overview.
Kemp, S. (2020). Report Global Digital Overview, 2020. Access on the internet: https://datareportal.com/reports/digital-2020-global-digital-overview.
Miroshnik, M.V., Kopitsa, D.A., Stryuk, L.A. (2020). Digital marketing as an environment for interactive digital advertising technologies. “Business Inform”, No. 5. Access on the internet: https://doi.org/10.32983/2222-4459-2020-5-503-510.
Nitsenko, V., Chukurna, O., Mardani, A., Streimikis, J., Gerasymchuk, N., Golubkova, I., Levinska, T. (2019). Pricing in the Concept of Cognitive Marketing in the Context of Globalization: Theoretical, Methodological and Applied Aspects. “Montenegrin Journal of Economics”, Vol. 15, No. 4.
Pentina, I., Koh, A. (2015). Exploring Social Media Marketing Strategies in SMEs [In:] Robinson, Jr. L. (eds). Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. Access on the internet: https://doi.org/10.1007/978-3-319-10912-1_156.
Pysarenko, V., Dorohan-Pysarenko, L., Kantsedal, N. (2019). Application of new data formats for electronic document management in government bodies. IOP Conference Series: Materials Science and Engineering, 568(1), 012102
Report Digital 2017, Poland. Access on the internet: https://datareportal.com/reports/digital-2017-poland.
Report Digital 2017, Ukraine. Access on the internet: https://datareportal.com/reports/digital-2017-ukraine.
Report Digital 2018, Poland. Access on the internet: https://datareportal.com/reports/digital-2018-poland.
Report Digital 2018, Ukraine. Access on the internet: https://datareportal.com/reports/digital-2018-ukraine.
Report Digital 2019, Poland. Access on the internet: https://datareportal.com/reports/digital-2019-poland.
Report Digital 2019, Ukraine. Access on the internet: https://datareportal.com/reports/digital-2019-ukraine.
Report Digital 2020, Poland. Access on the internet: https://datareportal.com/reports/digital-2020-poland.
Report Digital 2020, Ukraine. Access on the internet: https://datareportal.com/reports/digital-2020-ukraine.
Shtal, T.V., Dmitriev, G.B. (2019). SMM as modern marketing technologies. “Business Inform”, No. 12.
Stecko, J. (2018). The ethical aspects of corporate social responsibility [w:] Alipoor, A., Vakili, V., eds., The International Scientific Conference on Challenges in Social Sciences and Business: Conferences Proceedings, Dubai: Pelk Publication.
Top Poland Social Media Consultants (Dec. 2020). Access on the internet: https://clutch.co/pl/agencies/social-media-marketing/leaders-matrix.
Top Ukraine Social Media Consultants (Dec. 2020). Access on the internet: https://clutch.co/ua/agencies/social-media-marketing/leaders-matrix.
Zabadi, A. (2019). Effect of Social Media Marketing (SMM) on Consumer's loyalty to the brand. Access on the internet: https://www.researchgate.net/publication/330834295_Effect_of_Social_Media_Marketing_SMM_on_Consumer's_loyalty_to_the_brand.
Zatwarnicka-Madura, B., Stecko, J., Mentel, G. (2016). Brand image vs. Consumer trust. “Actual Problems of Economics”, 8(182).
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.