GEORGIAN CONSUMERS' PERCEPTION OF BRAND PLACEMENT IN SOCIAL MEDIA

Abstract

The paper shows that modern companies actively use digital technologies to advance their products on the market. In this regard, the use of marketing strategies for product (brand) placement on social media is particularly noteworthy. In the article, based on the analysis of literary materials, the main determinants (variables) of brand placement in social media are established, among which are the acceptance of brand placement, consumer awareness of placed brands, brand recall, and electronic word-of-mouth (eWOM). Relevant items are formulated for the mentioned variables, on the basis of which the research hypotheses are formulated and the research conceptual model is developed. In order to determine the impact of the named variables on Georgian consumers, a marketing research was conducted, which included the population of Georgia over 18 years of age. A total of 654 respondents from different regions of Georgia were interviewed. The results of the study were processed using the statistical program SPSS 27. The analysis showed that the measures used in the study have a high level of reliability. The fact that Georgian consumers' views on traditional advertising are changing and they pay more attention to non-traditional methods of promotion was also shown. As such, based on the research, product placement on social media is Regression analysis was used to test the hypotheses and determine the relationship between the above-mentioned variables. As a result of such an analysis, statistically significant values have been obtained, which prove the connections between the variables related to brand placement on social media by Georgian consumers. The theoretical and practical considerations obtained as a result of the research are useful for companies operating in the Georgian market who are trying to promote their brands to local consumers through indirect advertising. Keywords: Social media, brand placement, consumer behavior, marketing research.