TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE
The article identifies trends in the development of marketing communications in the global interactive space by analyzing the factors of their functioning and researching motivation of viral audience. It is revealed the prevalence of interactive technologies in today's information space and the...
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| Format: | Article |
| Language: | deu |
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Taras Shevchenko National University of Kyiv
2014-09-01
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| Series: | Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка |
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| Online Access: | http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1864 |
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| _version_ | 1849315888248913920 |
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| author | N. Kochkina |
| author_facet | N. Kochkina |
| author_sort | N. Kochkina |
| collection | DOAJ |
| description | The article identifies trends in the development of marketing communications in the global interactive space by analyzing the factors of their functioning and researching motivation of viral audience. It is revealed the prevalence of interactive technologies in today's information space and the growth dynamics of interactive advertising market. It is proved that favorable conditions for marketing communications' functioning forms the basis for the development of viral advertising as an effective communication tool for untraditional impact on potential customers. The popularity of social networks as a major source of viral messages is determined. The motivation of YouTube audience, which provides a resonant video viewing and retransmission, is investigated. Gender and age differences that stipulate communication affect on consumers are identified. Cyclic social consciousness is observed that demands further research of viral audience, including constructing scenarios of viral behavior. |
| format | Article |
| id | doaj-art-1ade9052ebe14ad69df7cae9e7d8b201 |
| institution | Kabale University |
| issn | 1728-2667 2079-908X |
| language | deu |
| publishDate | 2014-09-01 |
| publisher | Taras Shevchenko National University of Kyiv |
| record_format | Article |
| series | Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка |
| spelling | doaj-art-1ade9052ebe14ad69df7cae9e7d8b2012025-08-20T03:52:02ZdeuTaras Shevchenko National University of KyivВісник Київського національного університету імені Тараса Шевченка. Серія Економіка1728-26672079-908X2014-09-019162303410.17721/1728-2667.2014/162-9/5TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACEN. Kochkina0Taras Shevchenko National University of KyivThe article identifies trends in the development of marketing communications in the global interactive space by analyzing the factors of their functioning and researching motivation of viral audience. It is revealed the prevalence of interactive technologies in today's information space and the growth dynamics of interactive advertising market. It is proved that favorable conditions for marketing communications' functioning forms the basis for the development of viral advertising as an effective communication tool for untraditional impact on potential customers. The popularity of social networks as a major source of viral messages is determined. The motivation of YouTube audience, which provides a resonant video viewing and retransmission, is investigated. Gender and age differences that stipulate communication affect on consumers are identified. Cyclic social consciousness is observed that demands further research of viral audience, including constructing scenarios of viral behavior.http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1864marketing communicationsinternet advertisingviral advertising |
| spellingShingle | N. Kochkina TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка marketing communications internet advertising viral advertising |
| title | TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE |
| title_full | TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE |
| title_fullStr | TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE |
| title_full_unstemmed | TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE |
| title_short | TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE |
| title_sort | trends in the development of marketing communications in the global interactive space |
| topic | marketing communications internet advertising viral advertising |
| url | http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1864 |
| work_keys_str_mv | AT nkochkina trendsinthedevelopmentofmarketingcommunicationsintheglobalinteractivespace |