Analysis of the Social Media Marketing: Business Environment and Modern Trends in Poland and Ukraine

Lisun, Yanina

doi:10.7862/rz.2020.mmr.28

Cited by 4 publications

(1 citation statement)

References 7 publications

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“…Trade and consumer projects increased by 10% and 15% respectively. Such programs continue to help capture the attention of consumers in social networks and outlets (Lisun, 2020).…”

Section: Introductionmentioning

confidence: 99%

Trends of the Advertising and Communication Market of Ukraine and Promotion of the Advertising Agency Brand in the Social Media

CHUKIN¹,

Gerasymchuk²,

Lisun³

2022

hss

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In this article, authors analyzed the main indicators of the Ukrainian advertising media market functioning between 2017–2022. Particular attention was paid to the segment of the media marketing known as Digital Advertising, as well as to other market sectors, including: PR-market and marketing services, trade marketing, loyalty marketing, consumer marketing, event marketing and sponsorship, and non-standard communications. The authors analyzed the activities of five advertising agencies for their efficiency ratings as creative agencies between the years 2019–2021. A comparative analysis of advertising agency websites is presented, characterizing the presence of advertising agencies of Ukraine on social media. Based on the results of the study, the authors propose a holistic communication system of measures to increase the activity of subscribers to the online presence platforms of the participating advertising agency.

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“…Trade and consumer projects increased by 10% and 15% respectively. Such programs continue to help capture the attention of consumers in social networks and outlets (Lisun, 2020).…”

Section: Introductionmentioning

confidence: 99%

Trends of the Advertising and Communication Market of Ukraine and Promotion of the Advertising Agency Brand in the Social Media

CHUKIN¹,

Gerasymchuk²,

Lisun³

2022

hss

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Consumer Trust in Online Advertising - How Negative Perception Impacts its Effectiveness

Nowacki,

Fandrejewska

2024

CSS

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Background: Building trust in a product, brand, or company is an important part of forming a relationship between a company and consumers. One of the key factors influencing consumer trust is two-way communication. Advertising, as a powerful communication tool capable of attracting attention and evoking emotions, plays a pivotal role in this process. Its characteristic feature is a dynamic increase in importance; in Poland, it currently holds the first place in terms of advertising expenditures. Due to this growth, understanding the perception and effectiveness of online advertising becomes crucial in building trust with consumers. Objective: The study examines opinions concerning internet advertising and trust regarding its content. It explores attitudes, evaluation, purchase motivation, actual purchases made under the influence of online advertising, as well as consumers’ negative opinions about it. Methods: The discussion is based on a 2020 survey conducted among Polish internet users concerning the perception of online advertising and related negative associations. The survey included 402 respondents, selected using the CAWI method, with a quota sample differentiated by gender, age, and place of residence. Results: Results: The results revealed relatively low trust and effectiveness levels regarding online advertising, with no variation based on respondents' demographic characteristics. Most respondents (more than half of the respondents) indicated the excessive number of online advertisements, limited enthusiasm for advertisements, and low level of purchase incentive or actual motivation (rates below 10%), and strongly agreed with negative statements about online advertising. Conclusion: The findings confirm the thesis of a general perception of online advertising as a threat to conscious consumption.

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Digital Marketing and Branding of Higher Education in Ukraine and European Countries

LISUN

2023

Bioeconomics and Agrarian Business

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The article substantiates the relevance of digital communications at this stage of development of human society in general and higher education in particular. Attention is focused on such a tool for attracting and retaining customers in the long term as branding. Accordingly, the purpose of the publication is to study the meaning and results of the practical use of digital marketing and branding in the development of the higher education segment in Ukraine and European countries. The author emphasized that in modern conditions, the online presence of Higher Education Institutions in the media environment is gaining priority, which is especially relevant in the conditions of today's uncontrolled multi-crises, such as Covid-19 and the military aggression of the Russian Federation. , launched against Ukraine in 2022. To achieve the goal, general scientific methods were used: statistical and calculation-mathematical, with the help of which all the necessary initial information for digital and educational analytics was formed; theoretical - for the development of a conceptual scheme of digital marketing and branding of higher education based on an integration approach; analysis - to assess the presence of domestic and foreign higher education institutions in social networks, which are one of the channels of digital marketing communications; graphic method for the purpose of developing a conceptual scheme of integration of digital marketing and branding of higher education institutions. The main results of the research, representing a scientific novelty, were: identification of the popularity of marketing communication channels of domestic and foreign higher education institutions; determining the role of influencers in digital marketing and branding, positioning and promotion of HEIs in the market of educational services; substantiation of the main metrics for evaluating the effectiveness of digital marketing communications and branding of higher education institutions. The practical significance of the obtained results lies in the possibility of their implementation in higher education at the current stage of development of higher education in Ukraine.

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Analysis of the Social Media Marketing: Business Environment and Modern Trends in Poland and Ukraine

Cited by 4 publications

References 7 publications

Trends of the Advertising and Communication Market of Ukraine and Promotion of the Advertising Agency Brand in the Social Media

Trends of the Advertising and Communication Market of Ukraine and Promotion of the Advertising Agency Brand in the Social Media

Consumer Trust in Online Advertising - How Negative Perception Impacts its Effectiveness

Digital Marketing and Branding of Higher Education in Ukraine and European Countries

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