Роль соціальних мереж при формуванні моделі поведінки споживачів

Abstract

The aim of the article is to develop theoretical and practical foundations for determining the role of social networks in the formation of a model of consumer behavior under modern economic conditions. According to the results of the carried out study, it is found that due to the spread of the Internet, the emphasis in communications has shifted from mass ones to personalized ones, which has led to a change in the trade infrastructure and the nature of communications, in particular, up to the emergence of a dialogue in real time. Commodity flows in distribution channels have given way to information flows, and trade in goods has turned into information support for direct deliveries. In the world of social media, things are constantly changing, and it’s hard to predict exactly what will happen next. That is why the study of the development of marketing in the Internet environment under the influence of innovations and social networks is an important stage in planning consumer behavior. The article proposes a model for the formation of consumer behavior with the help of social networks, which takes into account the nature of network information, its content and distribution channels. In the described model, the process of formation of consumer behavior with the help of social networks is reflected in the form of both non-linear and cyclical behavior. The practical significance of the obtained results lies in the development of a model, which, unlike the existing ones, reflects not only the stages of the purchase process, but also the sources of information and its nature at each stage. There is a significant amount of information about products on the Internet, and the consumer is in contact with online information at every stage of the purchase process. Moreover, this contact can influence the further sequence of consumer actions, actualizing new needs and restarting the process of finding and evaluating alternatives. Such use of the Internet possibilities of today provides enterprises with a number of advantages that will help increase their competitiveness and improve economic indicators.