Functioning of the trigger in marketing communications
| dc.contributor.advisor | Chaikovska, Maryna P. | |
| dc.contributor.advisor | Чайковська, Марина Петрівна | |
| dc.contributor.author | Shkeda, Oleksandr O. | |
| dc.contributor.author | Шкеда, Олександр Олександрович | |
| dc.date.accessioned | 2024-01-26T22:02:43Z | |
| dc.date.available | 2024-01-26T22:02:43Z | |
| dc.date.issued | 2023 | |
| dc.description.abstract | Traditionally, a trigger is understood as a precedent that causes a person to suddenly have a sensation of a negative psychological experience, but currently the definition is used in a broader sense. It is a signal that automatically initiates a certain psychological and behavioral reaction pattern formed earlier. In the concept of influencer marketing, a trigger is a psychological stimulus that causes an involuntary association with a brand or its products. When choosing a probable trigger that has the potential to appear in marketing communications, it is worth paying attention to three factors: the frequency of the trigger’s appearance in the consumer’s everyday life; the strength of the trigger’s association with the brand or its products; time and place of the trigger (conditions of its occurrence) [2, p. 20]. The main task of the trigger, as a part of viral marketing model, is to make the consumer want to generate content or distribute existing content, regardless of the feasibility of buying and using the brand’s products. | uk_UA |
| dc.identifier.citation | Матеріали 78-ї наукової конференції професорсько-викладацького складу і наукових працівників економіко-правового факультету Одеського національного університету імені І. І. Мечникова (22–24 листопада 2023 р., м. Одеса) / ОНУ ім. І. І. Мечникова, ЕПФ; відп. ред. О. В. Побережець ; ред. кол.: Є. І. Масленніков, А. Л. Святошнюк та ін. – Одеса : Олді+, 2023. | uk_UA |
| dc.identifier.uri | https://dspace.onu.edu.ua/handle/123456789/37356 | |
| dc.language.iso | en | uk_UA |
| dc.publisher | Олді+ | uk_UA |
| dc.subject | marketing | uk_UA |
| dc.subject | marketing communications | uk_UA |
| dc.subject | trigger vector | uk_UA |
| dc.title | Functioning of the trigger in marketing communications | uk_UA |
| dc.type | Article | uk_UA |
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