Brand Marketing Trends in Russian Social Media

VERONIKA YU. CHERNOVA¹, OKSANA V. TRETYAKOVA², ANDREY I. VLASOV³
¹Peoples’ Friendship University of Russia, Russian Federation
²Tyumen Industrial University, Russian Federation
³Bauman Moscow State Technical University, Russian Federation

Abstract
In the paper, the authors have reviewed common actions, an aim of which is consumer engagement in interactions with a brand in social media. They have also reviewed engagement types and effects of their use. Based on a literature review, in a clearer way, the authors have presented attributes of Internet marketing and explored brand-marketing challenges on the Internet. Authors have summarized the information on Russian users’ efforts in social media. Based on empirical data, the researchers have made a portrait of media actors and the audience in Russian social media, identified target groups among consumers by a number of criteria. They have also completed an analysis of common ways for promotion of companies (brands) and their products and services, taking into account a structure of social media users and specifics of communication channels. Findings include identified most common lines of business for promotion in a competitive social media based on efficiency of the engagement response (rate) per brand/product-specific page or post. These data have made it possible to formalize strategic goals and possible results of brand marketing for various types of social media.

Keywords: Social media, brand marketing, engagement index, advertising, E-commerce

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Dr. Veronika Yu. Chernova is an associate professor, Department of Marketing at People’s Friendships University of Russia. Dr. Chernova’s research interests are: world economy, marketing of transnational companies, import substitution, product personalization, one-to-one marketing, interactive marketing communications.
Dr. Oksana V. Tretyakova is an associate professor in the Department for interaction with industrial partners and monitoring of the quality of education at Tyumen Industrial University. Dr. Tretyakova’s research interests are: reputational management, business planning in the advertising field, tourism policy and planning, socio-demographic trends.
Dr. Andrey I. Vlasov is an assistant professor in the Department of IU4 “Designing and Technology of Electronic Equipment” at Bauman Moscow State Technical University. Dr. Vlasov’s research interests are: public-private partnership, information technology, Big data, Interet of things, investment management, marketing planning.