Abstract
Research background. The electronic environment has become an integral part of today’s marketing environment. The transformation of information technology makes it possible to reach the desired customer through various business instruments, regardless of his location. The number of consumers using the Internet to search for goods and services is increasing. As a result, social networks are gaining in importance from both businesses and consumers. There are currently over 800 social networks in the world. Corporate social networking accounts where a variety of news can be posted: from company start-up history to the latest company prototype news, and often for small businesses, and represents the cost of the website. Most authors point out that the scope of e-marketing is wider than online marketing because online marketing refers only to the Internet. Businesses seek to disseminate information about goods through social networks, given their popularity and impact on consumers. Purpose of the article is to construct the theoretical model that would help to determine how the impact of social networks on online marketing of companies can be assessed. Methods: analysis of scientific literature, systematization, generalization. Findings and Value added. Based on the model, proposed by the authors, the elements of Internet marketing are analyzed, as well as research on the importance of social networks in information transfer and communication with the consumer is emphasized and the most commonly used indicators of social networks are singled out.
Highlights
The electronic environment has become an integral part of the present-day marketing environment
Companies’ accounts on social networks enable them to post a variety of news ranging from the establishment history of the company to news involving the latest prototypes developed by the company, they often serve as means for saving website costs for small businesses
Often companies operating on the basis of the principle of the Business-to-Business (B2B) business model tend to be cautious about the impact of online marketing, this trend becomes more notable among companies operating in the field of information technologies
Summary
The electronic environment has become an integral part of the present-day marketing environment. There is an increasing number of consumers who use the Internet for the purpose of searching for goods and services. Both companies and consumers place more focus on social networks. Companies’ accounts on social networks enable them to post a variety of news ranging from the establishment history of the company to news involving the latest prototypes developed by the company, they often serve as means for saving website costs for small businesses. Often companies operating on the basis of the principle of the Business-to-Business (B2B) business model tend to be cautious about the impact of online marketing, this trend becomes more notable among companies operating in the field of information technologies
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