Вплив соціальних медіа на розвиток бренду в інтернет-маркетингу

Abstract

Стаття присвячена дослідженню впливу соціальних медіа на розвиток бренду в інтернет-маркетингу. Відмічено, що сучасні умови бізнесу вимагають від підприємств присутність в мережі Інтернет. Інтернет-маркетинг стає важливим інструментом брендування підприємства, підвищення довіри до нього та формування попиту на пропоновані товари та послуги. Зазначено, що за останнє десятиліття соціальні медіа значно змінили комунікаційні практики, змінюючи спосіб споживання, виробництва та взаємодії з інформацією, що базується на динамічній міграції, а також інструменти веб-маркетингу для створення та управління брендом.

The article is devoted to the study of the influence of social media on brand development in Internet marketing. It was noted that modern business conditions require enterprises to have a presence on the Internet. Internet marketing is becoming an important tool for branding the company, increasing trust in it, and forming demand for the offered goods and services. It is noted that over the past decade, social media has significantly changed communication practices, changing the way information is consumed, produced and interacted with, based on dynamic migration, as well as web marketing tools for brand building and management. The significant growth of social media users allows marketers to consider it as an important tool for promoting goods and services. However, this growth also leads to a decrease in traditional advertising, which reaches the mass market and does not always provide the planned return on investment. Unlike traditional mass media, social media is interactive, enabling active interaction and audience engagement. Advertising on the Internet acts as a kind of impetus for the development of brand competition in the market, contributing not only to the dissemination of information about a product or service, but also to innovation and better satisfaction of consumer needs. Companies of all sizes, various social groups, events of various scales and concepts, large and small companies, representatives of all walks of life, large and small events, concepts, etc. actively use social media advertising to gain recognition in the market and ensure their competitiveness. The conclusion noted that social media has become not only a platform for communication, but also a powerful tool for brand development in modern Internet marketing. They allow modern companies to increase awareness of their brand among the target audience, attract new customers and ensure interaction with existing ones. Through active communication, community building and analysis of results, social media helps strengthen customer relationships and create a positive brand image. The use of analytics enables businesses to identify trends and adapt their strategy according to the needs of the audience. As a result, social media plays an important role in promoting and strengthening brand positioning in the online space, making it an essential tool for any enterprise seeking to succeed in today's business world.