CONFIDENCE IN COMMUNICATION CHANNEL AS A FACTOR OF INFLUENCE ON CONSUMER BEHAVIOR

This article is devoted to the analysis of results of the empirical research of studying the confidence phenomenon in channels of distribution of advertising information. The article provides the connection between confidence in channel of distribution of advertising information and confidence in advertising messages transmitted on a certain channel. The article provides a rationale for the connection influence on consumer behavior

CONFIDENCE IN COMMUNICATION CHANNEL AS A FACTOR OF INFLUENCE ON CONSUMER BEHAVIOR

This article is devoted to the analysis of results of the empirical research of studying the confidence phenomenon in channels of distribution of advertising information. The article provides the connection between confidence in channel of distribution of advertising information and confidence in advertising messages transmitted on a certain channel. The article provides a rationale for the connection influence on consumer behavior

External image of hypermarket as a factor of influence on consumer behavior

The set of problems of perception of elements of the external image of the organization that sells in the fast moving consumer goods (FMCG) area by the target audience has been raised. The elements of the external image of the organization that influence the behavior of hypermarket consumers are analysed. The article is based on the results of the empirical research of the hypermarket chain Globus consumer behavior. The study has been conducted using the online survey method, a sample of 658 respondents.Consumer perceptions about the company as a whole have been described, consumer attitude to the hypermarket has been revealed, the main elements of the external image of the hypermarket, on which the consumer target audience is focused on, have been defined. Insufficient involvement of consumers in events at points of sale, low awareness of different types of activities to stimulate consumers, a generally positive attitude and high brand awareness of the hypermarket have been identified. Insufficient use of the hypermarket’s website and official Internet resources by representatives of target groups (social network accounts, mobile application) has been revealed. The main channel for informing the target audience is advertising at the point of sale.Conclusions have been made about the need to develop the image policy of trade companies in the field of FMCG; about the need to promote mobile applications of hypermarkets; about the need to use interactive online technologies in social media and through the trade company`s website for operational communication with consumers, as well as to activate consumer behavior. It has been concluded about the impact of the atmosphere of a point of sale on the image of the company in the field of FMCG. Recommendations on optimizing communication channels, through which the target audience receives information about the point of sale of FMCG products, – have been developed

THE PROBLEM OF YOUTH INVOLVEMENT IN THE MUSEUM PRODUCT CONSUMPTION

The issues of youth involvement in the consumption of cultural product have been examined. The analysis of theoretical approaches to the construction of models of involvement has been carried out. The models and technologies of consumer engagement on the example of museum grounds have been considered. An engagement model has been developed. The main results of an empirical research, affecting the issues of the study of technologies involving young people in the consumption of a museum product have been described. The recommendations on the application of technologies involving in the consumption of the museum product have been provided

ANALYSIS OF THE DEVELOPMENT OF VIRTUAL FAN COMMUNITIES MEDIA SPACES

The article deals with the development of media spaces of virtual fan communities. The aim of the research was to reveal the specifics of online communication of virtual fan communities with the audience. The paper investigates the dialectics of the concepts of fan-community, media space, fandom. The article considers the main approaches to studying media space by Russian and foreign authors. The study describes the traditional offline communication practices of the fandoms. The authors substantiate the problem of the existence of a variety of communication channels of the fan communities with the audience (negative interpretation of content, limitations in monetization and evaluation of the effectiveness of communication practices, the growth of costs for the diversification of content, taking into account the features of different platforms). The paper identifies the trend of centralization of fan communities and the possibilities of technological support of user experience at all stages of the communication process as part of the use of online platform. The article gives an analysis of the media environment and media spaces of South Korea’s fan communities on the example of the South Korean case of the development of the fandom media space in the format of the Weverse mobile application. The study considers the techniques of interaction with the audience in the offline interaction limitations. The authors formulate conclusions about the specifics of the extended functionality of the platform, about the provided ways of organizing the virtual fan media space with the help of the platform; about the coming trend of transferring fan activities into the virtual environment

Technologies for personalization of brand marketing communications using artificial intelligence

The article deals with the problem of implementation of personalization in marketing communications based on empathy of brand consumers. The paper substantiates the significance of artificial intelligence in the collection and processing of a large amount of personal data of users of the online space. The article presents an analysis of the main scientific approaches of Russian and foreign authors specializing in the study of the emotional component in the construction of personalized online communications. The authors present the results of the comprehensive research of consumers’ attitude to the personalization of marketing communications based on the artificial intelligence capabilities. In the course of the study the authors consider the technologies of using artificial intelligence mechanisms in the construction of personal communications in the online environment. The article gives theoretical substantiation of the need to use the mechanism of empathy in the construction of personalized communication with consumers. The paper substantiates conclusions about the possibility to build empathic connection between brands and their consumers under the condition of activating the function of emotional contagion, the effectiveness of using the emotional state of consumers in the preparation of personalized offers. The study describes the specifics of using personalized marketing communications as a modern marketing tool, which is expressed in the impact on the identification of buyers at the subconscious level. The article presents the technologies of personalization through consumers’ attitudes towards personalized communications. The paper presents the results of an empirical study conducted by the authors of the article in the spring of 2020, aimed at determining the willingness of consumers to share information about their emotional states. The article makes the conclusions about the existence of consumers’ need for trusting relationship with brands based on the mechanism of empathy; about the possibility of increasing the effectiveness of personalized brand communications through the use of segmentation of consumers depending on their mood; about the benefits of using artificial intelligence technologies in marketing communications

MEASURING THE EFFICIENCY OF SOCIAL ENTREPRENEURSHIP

The problems of measuring the efficiency of social entrepreneurship have been affected. The aim of the study is to identify the most relevant methods for measuring social value and evaluating the effects that arise as a result of the activities of social organizations. Various interpretations of the definition of the term “social entrepreneurship” have been given in the article. The main elements of the process of social entrepreneurship, features of the goal setting and risks of activities in the study area have been emphasized. The stages of planning activities in the field of social entrepreneurship have been described. The most common problems of measurements and evaluation of social effects that social entrepreneurs have to deal with in the process of carrying out activities related to the implementation of social projects: difficulty in achieving a quantitative evaluation, difficulty in predicting the long-term effect of activities, limitations on costs, time resources, indicators of accuracy and interpretation of results have been revealed. Problems in forecasting the effectiveness of social projects have been identified. The main methods that can be used by social entrepreneurs and organizations for measuring the social value and assessing impact of ongoing activities (method of cost-benefit analysis, method of social accounting, method of social return on investment, method of analysis of the main resources of efficiency) have been analysed. Recommendations for social entrepreneurs have been formulated

Students’ attitudes to social advertising: results of a study

The article presents the results of an empirical study aimed at studying the attitude of students to social advertising.   The object of the empirical study is student youth.   The subject of the study is the students’ attitude to the placement channels and modern technologies for attracting attention to social advertising.   The topic of social advertising was chosen for the study – advertising aimed at helping homeless animals. The study was conducted in spring 2023 using a survey method. The study identified young people’s readiness to be involved in solving social problems; the work showed young people’s attitudes to channels of social advertising; this research determined the attitudes to the emotional component of social advertising and revealed attitude to new ways of attracting attention that are used in contemporary social advertising. The study results indicate that, firstly, most young people are ready to help shelters and foundations that support to homeless animals, however, young people are not ready to make an effort to find the necessary information; secondly, young people do not always notice social advertising, despite the fact that they actively use different media channels; thirdly, according to respondents, the most effective social advertising contains in the verbal or visual series direct encouragement to the target action; fourthly, in order to increase the level of involuntary attention of target groups to social advertising, it is necessary to use new techniques of visual impact on the audience using digital technologies. In conclusion of this article, findings and recommendations are formulated which can be applied in the development of social advertising campaigns

Ecological awarenessof students (case study of attitudes towards the impact of the fashion industry on the environment)

Environmental regulation becomes an indispensable activity for preserving human life. The negative impact of the fashion industry on the environment is growing. The article presents the results of an empirical study conducted by the authors using the survey method in Spring 2023. The aim of the research is to determine the attitudes of contemporary Russian students to the impact of the fashion industry on the environment. The subject of the research are full-time students of Russian universities. The article considers the following issues: the involvement of young people in the consumer behavior of fashion industry products; the orientation of young people on the environmental promises of fashion brands when choosing goods; the consideration of price factors when deciding to buy fashion products; young people’s ideas about environmental and non-environmental fashion brands; awareness of the harmful effects of the fashion industry on the environment; the question of young people’s willingness to change their consumption patterns in order to reduce the negative impact of the fashion industry on the environment; the need to follow social practices related to environmental principles in the context of consumption of fashion industry products in everyday life. The conclusion has been made that it is necessary to develop communication campaigns aimed at the target audience of young people, which will highlight the issues of eco-friendly practices, environmentally friendly behavior, disclose the consequences of the negative impact of the fashion industry on the environment

A study of young people’s attitudes towards the impact of the fashion industry on the environment

This article presents the results of an empirical study aimed at studying young people’s attitudes to the impact of the fashion industry on the environment. The survey is used as a research method. The study was conducted in the spring of 2023. As a result of the study, a high degree of awareness of young people about the negative impact of the fashion industry on the environment was revealed; the attitude of young people to the manifestations of the fashion industry was revealed; the willingness of young people to change their consumer practices in the fashion industry was determined; aspects of the behavior of young people associated with following eco-friendly principles (higher awareness when consuming industry goods fashion; more rare purchases of fashion industry products; rejection of genuine leather and fur in clothing; reduction of consumption of various goods; the purchase of goods in eco-friendly/recyclable packaging; focus on the purchase of eco-friendly products; the delivery of personal belongings for recycling; the use of second-hand goods); the positive attitude of young people to the types of activities that can be carried out by companies in the fashion industry aimed at solving environmental problems has been revealed