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Internet marketing and social media in publishing business

Title: 


Internet marketing and social media in publishing business


Authors: 


SHPYLYK, Svitlana


Affiliation: 


Ternopil Ivan Puluj National Technical University, 56 Ruska str., 46001 Ternopil, Ukraine


Bibliographic description (International): 


Shpylyk, S. (2021) Internet-marketynh ta sotsialni media u vydavnychomu biznesi [Internet marketing and social media in publishing business]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 25, no. 2, pp. 362-373. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2021/21ssvuvb.pdf


Journal/Collection: 


Socio-Economic Problems and the State


Issue: 


2(25)


Issue Date: 


Nov-2021


Submitted date: 


Oct-2021


Date of entry: 


25-Sep-2022


Publisher: 


Ternopil Ivan Puluj National Technical University


Country (code): 


UA


Place of the edition/event: 


Ternopil


ORCID Id: 


https://orcid.org/0000-0002-9321-7596


DOI:


UDC: 


https://doi.org/10.33108/sepd2022.02.362


004.738.5:339.138


JEL: 


M31


Keywords: 


SMM
marketing
marketing communications
internet marketing
social media
publishing
SMM


Number of pages: 


12


Page range: 


362-373


Start page: 


362


End page: 


373


Abstract: 


The development of information technology, the rapid growth of e-commerce have become the basis for the emergence of a new direction in the modern concept of interaction marketing - Internet marketing. The role of Internet technologies in the commercial and marketing activities of a modern enterprise is analyzed in the article. The advantages of using Internet marketing and marketing in social media as tools of the enterprise marketing communications are substantiated. The market of Internet marketing is changing rapidly, although 10 years ago almost no one heard about this area, and some entrepreneurs still prefer ads in newspapers rather than contextual advertising. Like any other, the publishing business needs to adapt to market demands, or will have to exit the market due to lack of competitiveness. The peculiarity of the use of Internet marketing tools in publishing is only that companies do not have enough funds and are forced to look for and use inexpensive or even free tools of marketing communications in the Internet. That is why SMM as one of such tools deserves special attention. Our task was to analyze the tools of product promotion of publishing companies. The research presents the most effective promotion tools that will turn a book into a bestseller. The main benefits of SMM for publishers are also analyzed. Social media marketing includes many methods of work: building brand communities (creating company offices in social media), working with the blogosphere, reputation management, personal branding and non-standard SMM-promotion. All these methods were deeply analyzed in the article. The key directions of SMM development and how they will affect publishers based on the analysis of the main trends of SMM and content marketing in 2021 are given.


Sponsorship: 


The authors received no direct funding for this research.


URI: 


http://elartu.tntu.edu.ua/handle/lib/38837


ISSN: 


2223-3822


Copyright owner: 


Scientific Journal "Socio-Economic Problems and the State"


URL for reference material: 


http://sepd.tntu.edu.ua/images/stories/pdf/2021/21ssvuvb.pdf
http://sepd.tntu.edu.ua/images/stories/pdf/2012/12oraipp.pdf
http://www.cmsmagazine.ru/library/items/internet-marketing/smm-100-instruments-to-promote/
https://whatsnewinpublishing.com/7-pivotal-trends-in-content-marketing-for-publishers/
https://eprints.oa.edu.ua/6384/1/Okhrimenko%20G.%20Managing%20economic%

20growth_2016.pdf


References (International): 


1. Bashynsjka I. O. (2012) Marketynghovi komunikaciji pidpryjemstva u socialjnykh merezhakh [Marketing communications of the enterprise in social networks]. Ekonomichni nauky. Serija «Ekonomika ta menedzhment»: zbirnyk naukovykh pracj., Vol. 9 (34), part 1. Lucjk: Lucjkyj nacionaljnyj tekhnichnyj universytet, pp.36-41.
2. Vlodarchyk Ja. (2002) Marketyngh u vydavnychij spravi – fantazija chy dijsnistj? [Publishing Marketing - Fantasy or Reality?]. L.: Kaljvarija, 144 p. (in Ukrainian)
3. Illjashenko S. (2011) Suchasni tendenciji zastosuvannja Internet-tekhnologhij u marketynghu [Current trends in use of Internet technologies in marketing]. Marketyngh i menedzhment innovacij, No. 4, pp. 64-74
4. Oksentjuk R. (2012) Alghorytm internet-prosuvannja produktu [Algorithm for online product promotion]. Socialjno-ekonomichni problemy i derzhava (electronic journal), Vol. 1 (6), pp. 135-143. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2012/12oraipp.pdf (accessed 10.10.2021).
5. Fialko D. (2013) Promocija knyzhky v Interneti [Online book promotion]. Ukrajinsjkyj informacijnyj prostir, Vol. 1, ch. 1, pp. 261-265.
6. Khalylov Damyr. 100 ynstrumentov SMM-prodvyzhenyja [100 SMM promotion tools]. Available at: http://www.cmsmagazine.ru/library/items/internet-marketing/smm-100-instruments-to-promote/ (accessed 10.10.2021).
7. Shpylyk S., Vovchuk O. (2018) Facebook jak efektyvnyj marketynghovyj instrument rozvytku biznesu [Facebook as an effective marketing tool for business development]. Ghalycjkyj ekonomichnyj visnyk. Vol. 55, No.2, pp. 106–113.

https://doi.org/10.33108/galicianvisnyk_tntu2018.02.106

8. Shpylyk, S. V. (2015) Internet jak efektyvnyj marketynghovyj instrument suchasnogho pidpryjemstva [Internet as an effective marketing tool for modern enterprises]. Ghalycjkyj ekonomichnyj visnyk. Vol. 49, No. 2, pp. 212-223.
9. Monojoy Bhattacharjee. 7 pivotal trends in content marketing for publishers. Available at: https://whatsnewinpublishing.com/7-pivotal-trends-in-content-marketing-for-publishers/ (accessed 10.10.2021).
10. Okhrimenko G. W. (2016) Social media marketing (SMM)-tools using in publishing industry in Ukraine: descriptive analysis. Managing economic growth: marketing, management, and innovations / Illiashenko, S. M., Strielkowski, W. (eds.). 1st edition, Prague: Institute for Qualification Enhancement, pp. 329-339. Available at: https://eprints.oa.edu.ua/6384/1/Okhrimenko%20G.%20Managing%20economic%

20growth_2016.pdf (accessed 10.10.2021).


Content type: 


Article


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Scientific Journal "Socio-Economic Problems and the State" Vol 2(25)

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