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@inproceedings{47621, author = {Shabalina, Svietlana and Shabalin, Evgenij and Kurbanova, Ajslu and Shigapova, Adelya and Vaníčková, Radka}, address = {Cham, Švýcarsko}, booktitle = {Digital Transformation of the Economy: Challenges, Trends and New Opportunities}, edition = {1.}, editor = {Svetlana Ashmarina, Anabela Mesquita, Marek Vochozka}, keywords = {behavioral model; digitalization; marketing; services market; social media; targeting}, howpublished = {tištěná verze "print"}, language = {eng}, location = {Cham, Švýcarsko}, isbn = {978-3-030-11366-7}, pages = {356-367}, publisher = {Springer Nature Switzerland AG}, title = {Social Media Marketing as a Digital Economy Tool of the Services Market for the Population of the Republic of Tatarstan}, year = {2019} }
TY - JOUR ID - 47621 AU - Shabalina, Svietlana - Shabalin, Evgenij - Kurbanova, Ajslu - Shigapova, Adelya - Vaníčková, Radka PY - 2019 TI - Social Media Marketing as a Digital Economy Tool of the Services Market for the Population of the Republic of Tatarstan PB - Springer Nature Switzerland AG CY - Cham, Švýcarsko SN - 9783030113667 KW - behavioral model KW - digitalization KW - marketing KW - services market KW - social media KW - targeting N2 - The authors analyze the popularity of social media as one of digital economy tools among users of the Republic of Tatarstan. It contains the comparative analysis on age categories of users and activity of respondents. The research purpose is analysis of social media and behavioral characteristics of their users for determination of weak spots of use of social networking sites for studying of the services market as a channel for obtaining tourist information and their elimination. The most popular social networking services are identified according to the number of hits. There are also defined key positions, on which potential clients plan their vacation and which have the greatest credibility. The conclusions on the increasing role of SMM in the service sector were drawn on the basis of respondent responses. The age categories of users and the most reliable information channels are determined. They are regarded by marketing specialists as effective distribution channels of products and, in particular, of any services, including tourist ones. Rapid information dissemination and its real tracking requires from suppliers more accelerated strategy in provision of information for clients and decrease in time for order processing, when there is shift of accent from advertizing and direct marketing to marketing of directions and sales in the Internet. ER -
SHABALINA, Svietlana, Evgenij SHABALIN, Ajslu KURBANOVA, Adelya SHIGAPOVA and Radka VANÍČKOVÁ. Social Media Marketing as a Digital Economy Tool of the Services Market for the Population of the Republic of Tatarstan. In Svetlana Ashmarina, Anabela Mesquita, Marek Vochozka. \textit{Digital Transformation of the Economy: Challenges, Trends and New Opportunities}. 1st ed. Cham, Švýcarsko: Springer Nature Switzerland AG, 2019, p.~356-367. ISBN~978-3-030-11366-7.
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