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Social media marketing as a digital economy tool of the services market for the population of the Republic of Tatarstan

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dc.contributor.author Shabalina S.
dc.contributor.author Shabalin E.
dc.contributor.author Kurbanova A.
dc.contributor.author Shigapova A.
dc.contributor.author Vanickova R.
dc.date.accessioned 2021-02-25T06:55:57Z
dc.date.available 2021-02-25T06:55:57Z
dc.date.issued 2020
dc.identifier.issn 2194-5357
dc.identifier.uri https://dspace.kpfu.ru/xmlui/handle/net/161556
dc.description.abstract © Springer Nature Switzerland AG 2020. The authors analyze the popularity of social media as one of digital economy tools among users of the Republic of Tatarstan. It contains the comparative analysis on age categories of users and activity of respondents. The research purpose is analysis of social media and behavioral characteristics of their users for determination of weak spots of use of social networking sites for studying of the services market as a channel for obtaining tourist information and their elimination. The most popular social networking services are identified according to the number of hits. There are also defined key positions, on which potential clients plan their vacation and which have the greatest credibility. The conclusions on the increasing role of SMM in the service sector were drawn on the basis of respondent responses. The age categories of users and the most reliable information channels are determined. They are regarded by marketing specialists as effective distribution channels of products and, in particular, of any services, including tourist ones. Rapid information dissemination and its real tracking requires from suppliers more accelerated strategy in provision of information for clients and decrease in time for order processing, when there is shift of accent from advertizing and direct marketing to marketing of directions and sales in the Internet.
dc.relation.ispartofseries Advances in Intelligent Systems and Computing
dc.subject Behavioral model
dc.subject Digitalization
dc.subject Marketing
dc.subject Services market
dc.subject Social media
dc.subject Targeting
dc.title Social media marketing as a digital economy tool of the services market for the population of the Republic of Tatarstan
dc.type Conference Paper
dc.relation.ispartofseries-volume 908
dc.collection Публикации сотрудников КФУ
dc.relation.startpage 356
dc.source.id SCOPUS21945357-2020-908-SID85062258075

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  • Публикации сотрудников КФУ Scopus [24551]
    Коллекция содержит публикации сотрудников Казанского федерального (до 2010 года Казанского государственного) университета, проиндексированные в БД Scopus, начиная с 1970г.

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