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ThesisUniversity of Iceland>Félagsvísindasvið>B.A./B.Ed./B.S. verkefni>

Please use this identifier to cite or link to this item: http://hdl.handle.net/1946/11416

  • is

    Aðferðir í markaðssetningu á vörum og þjónustu á félagsnet vefsíðum sýnt með dæmi um véfsíðu VK.com

  • Methods of Product and Service Promotion in Social Network Websites Demonstrated with an Example of VK.com Website

June 2012

The purpose of the current study was to develop a model of promoting goods and
services in social network websites with an example of a website VK, the most popular
social network in Russia and other former Soviet republics.
In the first chapter, to begin with were described the main characteristics of Internet
services and their usage for online product and service promotion. Next were analyzed
various factors that determine the effectiveness of online communications. The
advertising campaign goals were divided into two groups: economical and
communicative. From that, the effectiveness of advertising was also divided into two
components: communicative and economical effectiveness. To access the effectiveness
of online advertising it was proposed to utilize the comprehensive system of evaluating
the effectiveness at the stage when Internet consumers engage with advertising
information. This joint system integrated the so-called “AIDA concept”, which assumes
four steps in the consumer purchase-decision process: attention, interest, desire and
action; and major web analytics that measure and analyze the effectiveness of online
marketing activities. Another important step in product and service promotion is to
select the right supplier of resources, in our case, advertising space and time. To
develop the appropriate techniques for selecting and evaluating suppliers of online
advertising resources was used an analogy with the procurement logistics’ supplier
selection and evaluation process.
In the second chapter was given the concept of social networks. To identify the
aspects of promoting goods and services in social networks was provided an example of
promoting goods of an online store Ochkoff.net in the widely used website VK. The
advertising campaign resulted in profits and, consequently, it was concluded that with
the right choice of a social network as supplier of ad space and time it is possible to
promote products and services successfully and cost-effectively.


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