Open AccessANALYSIS OF THE TERRITORY BRAND PROMOTION EFFECTIVENESS IN SOCIAL NETWORKS (BY THE EXAMPLE OF FACEBOOK)
Author(s) -
E Tikhonova Natalia,
Natalya Egorova,
Елена Анатольевна Макарова,
Елена Анатольевна Макарова
Publication year - 2017
Publication title -
russian journal of management
Language(s) - English
Resource type - Journals
eISSN - 2500-1469
pISSN - 2409-6024
DOI - 10.12737/article_595370943a3591.40965337
Subject(s) - promotion (chess) , social media , advertising , brand awareness , appeal , point (geometry) , marketing , government (linguistics) , business , computer science , political science , world wide web , mathematics , linguistics , philosophy , geometry , politics , law
In the study, the authors evaluated the effectiveness of
Social Media Marketing as a tool for brand promotion territory
from the point of view of increase brand awareness and brand appeal.
As object of research has been chosen Nizhny Novgorod. The
aim of the study is to develop recommendations on the use of
SMM marketing tools in promoting territory brand. The subject of
research is the city brand. To achieve objectives of this study, the
authors used content analysis and survey, including field work.
Groups, communities and pages dedicated to Nizhny Novgorod in
Facebook were exposed to content analysis. For the analysis of the
obtained data, the authors used the software package Excel and
SPSS Statistics. Based on the collected data, the authors concluded
that Social Media Marketing is an effective brand promotion
tool. Social Media Marketing should be included in the territory
promotion programme. This programme should be created by the
city government. Interpreting the study results, it is necessary to
take into account that using Facebook as a platform to promote the
territory brand; the authors do not exclude the possibility of using
other social networks to achieve the same objective.