Social Media Marketing as a Digital Economy Tool of the Services Market for the Population of the ...

@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 a 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}. 1. vyd. Cham, Švýcarsko: Springer Nature Switzerland AG, 2019, s.~356-367. ISBN~978-3-030-11366-7.