The role of the pop-cultural phenomenon in the management of the reflexive tools of modern influencer marketing strategies in the context of digitalization

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dc.contributor.authorChaikovska, Maryna P.en
dc.contributor.authorShkeda, Oleksandr O.en
dc.contributor.authorЧайковська, Марина Петрівнаuk
dc.contributor.authorШкеда, Олександр Олександровичuk
dc.date.accessioned2021-11-27T11:43:41Z
dc.date.available2021-11-27T11:43:41Z
dc.date.issued2021
dc.description.abstractDigitalization and transformation of modern business, as well as the use of digital technologies to optimize business processes, including their marketing component, became a catalyst for unlocking the marketing potential of social digital platforms. Social networks, Internet resources, product placements, video hosting sites, gaming platforms along with economic organizations, brands and opinion leaders, have a marketing influence on consumers. The transformation of the offline world to the online world is growing exponentially, and consequently, corresponding changes accompany marketing strategies and tools. With users' addiction to digital and the influence it has, strategies of the use of influencers to promote a product have become double-edged.en
dc.identifier.citationInnovation Economic Development: Institutional and Organizational Dimension : international collective monograph / V. Khrapkina, N. Ganushchak, S. Muska [et al.]; editor-in-chief A. Levitskaia. – [Comrat] : S. n. [A & V Poligraf Printing Company], 2021. – Chapter 3.3. – P. 156–176.en
dc.identifier.urihttps://dspace.onu.edu.ua/handle/123456789/31930
dc.language.isoen
dc.subjectpop-culturalen
dc.subjectmanagementen
dc.subjectmodern influenceren
dc.subjectmarketingen
dc.subjectstrategiesen
dc.subjectdigitalizationen
dc.titleThe role of the pop-cultural phenomenon in the management of the reflexive tools of modern influencer marketing strategies in the context of digitalizationen
dc.typeArticle
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