Abstract
The crucial role of maintaining business accounts on social media for the rational organization of goods promotion in the COVID-19 pandemic context and increasing online business awareness is reasonably justified. Based on empirical research and analysis of Ukrainian retailers’ online stores, business account metrics are diagnostics in social media. The interpretation of the viral loop in social media is proposed, and the meaning of the definitions “subcritical mass” and “critical mass” of a Facebook / Instagram business account are clarified. The dynamic model of a critical mass of Facebook / Instagram business accounts is developed. The model allows monitoring the nature and influence of active followers on users to adjust the current vector of activity, minimize marketing costs, and increase the target audience involvement. The model also facilitates accurate targeting and error-free ad placement for online businesses.
Highlights
In the context of the globalization of the business environment, characterized by the scale of digital transformations and intensive competition, social media have a significant impact on developing an effective strategy for online businesses as they guarantee their progressive economic development
Over the past ten years, the most popular social media in Ukraine – Facebook (Fig. 1), even though since 2017 it has had a steady decline in its market share
Facebook's market share at the beginning of 2021 was 61.29 %, which is 7.86 % less than in 2020 and 24.85 % more than in 2017. This is due to the growing interest of Internet users of the social media Instagram
Summary
In the context of the globalization of the business environment, characterized by the scale of digital transformations and intensive competition, social media have a significant impact on developing an effective strategy for online businesses as they guarantee their progressive economic development. The most popular social media among Ukrainian Internet users during 2011-2021 were Facebook, Twitter, Pinterest, Instagram, YouTube, Reddit, and Tumbler. Twitter and Pinterest were in second and third places in popularity among Ukrainians It is worth noting the significant increase in the audience of Twitter, whose market share increased in 2021 by about two times compared to 2020, due to the introduction of new and user-friendly innovations. Facebook's market share at the beginning of 2021 was 61.29 %, which is 7.86 % less than in 2020 and 24.85 % more than in 2017 This is due to the growing interest of Internet users of the social media Instagram. Market shares of the most popular social media in Ukraine, % (calculated and created by the author according to [1])
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