Published September 26, 2017 | Version 1
Journal article Open

Segmenting online communities

Creators

  • 1. A.
  • 2. O.

Description

The article points out that the conditions of the digital economy have led to a decrease in the effectiveness of traditional marketing tools. The traditional approaches to market segmentation are losing importance. It is determined that online communities in social networks are most often formed on the basis of cultural factors. Trends of digital marketing are investigated to identify types of online communities based on differences in segmentation in online and offline spaces. It is suggested to distinguish loyal communities, communities of opponents, potentially loyal communities, complex communities. It was found that an effective rational and emotional-psychological impact on target online communities for the formation of the desire to buy goods is possible with the correct choice of the object and subject of marketing communications, carrier, place and time of impact. Recommended to evaluate the correctness of the choice of marketing communications to calculate the coefficient of perpetuation.

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