Траектории развития медиапредпочтений и медиаповедения в социальных сетях потребителей различных категорий товаров

Abstract

Customers’ behavior in social networks is continually developing. Businesses are tracking the changes in the consumers’ preferences for the categories of their products, which is important for developing the effective promotion. The methods of studying the features of the consumers’ media behavior and media preferences for the different categories of goods in the social networks includes the following elements: relevance, subject, goals, and tasks of the research topic; characteristics of methods and technologies for collecting and analyzing the data; description of each stage of the research process; formulation of hypotheses on the correlation between consumers’ media behavior and media preferences in social networks and their interest in various categories of goods; technology for testing the hypotheses and processing survey results in the Statistical Package for the Social Sciences (SPSS); algorithm for developing proposals for promoting certain categories of goods in social networks. The methods are of interest and applicable for any business focusing on a certain category of goods. The methods were tested on the basis of empirical research in the form of a survey, the results of which allowed developing a set of proposals for promoting the top categories of goods, which are purchased on the Internet most often, in social networks. The set of proposals has been formed by selecting the core (a set of parameters common to the consumers of all goods) and peculiarities (features dominating in the characteristics of consumers’ behavior only for a certain category of goods) of consumers’ media behavior and media preferences in social networks.