MARKETING FEATURES OF PROMOTION TACTIСS OF SOCIAL BUSINESS IN SOCIAL NETWORKS

Abstract

Urgency of the research. The growth of the consciousness of society and the development of social networks have created a new type of business, which is called a social enterprise, that is rapidly developing in the world and in Ukraine. Target setting. The problem of misunderstanding of the sense of social business lies in the combination of social and commercial. Actual scientific researches and issues analysis. Such researchers as G. Dis, J. Boshe, G. Schulier, J. Meyr, I. Marty made an important contribution into the development of social entrepreneurship development problems. Uninvestigated parts of general matters defining. Solving the social problem as the main direction of the information campaign in advancing social business, new forms of strategies and tactics in this segment is an interesting object for the researches. The research objective. In the article the following tasks were determined: to define the categorical apparatus of «social entrepreneurship», to analyze the activities of social enterprises in the West of Europe, Israel and Ukraine, to explore effective ways to promote social entrepreneurship in social networks. The statement of basic materials. The differences between social entrepreneurship and charity, traditional business, social responsibility of business are shown in the article. Moreover, the types and models of social entrepreneurship are highlighted and a new marketing methodology is proposed. Conclusions. The effectiveness of promoting social business through the idea of a locomotive was proved in the article as well as six stages of the information campaign were distinguished.