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

Abstract

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