ELECTRONIC MEDIA MARKET EFFICIENCY: MARKETING COMMUNICATIONS AND PRODUCT PROMOTION METHODS IN INTERNET ENVIRONMENT

Abstract

The relevance of this article lies in the study of such social phenomenon as marketing communications. The rapid development of technology has an impact on all spheres of human life-activity. The main resource of economic development and growth is information. The purpose of the article is to study the peculiarities of the electronic media market and Internet communications. Research methods: As a research method, the study used questionnaire survey as a method of collecting primary information, which allows identifying various aspects related to marketing communications in the Internet environment. Research results: the article deals with the specifics of advertising and marketing communications in social networks. The novelty and originality of the research lies in the fact that for the first time the peculiarities of product promotion in the system of Internet-blogging and peculiarities of marketing communications in it were revealed. It has been established that bloggers value their reputation, so they conduct marketing activities with care, carefully selecting the product they advertise. It was found that starting a blog, informers did not initially have a goal to earn on it, and the frequency of posting advertising information depends on the popularity of the blogger and his/her personal preferences. It was first shown that most informants first test the product themselves before starting to advertise a product or service.