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Innovative methods of managing consumer behaviour in the economy of impressions, or the experience economy
(Institute of Society Transformation, 2017) Pushkar, Oleksandr; Kurbatova (Tataryntseva), Yuliia; Druhova, Olena
In the conditions of digital marketing development, the main problem of the development of enterprise business is management of consumer behaviour in the online environment. Enterprises should find new ways to attract and retain the attention of users. The purpose of the article is to develop recommendations for managing consumer behaviour in the economy of impressions, or the experience economy based on personalisation. The following research methods are used: analysis and synthesis, logical generalisation, abstract logic and the hypothetic-deductive method. The article formulates a hypothesis based on the phenomenon of the dependence of a person’s emotional response on the phase of his/her biological rhythm already in use in the practice of communication management and psychology. To partially confirm the hypothesis, a pilot experiment was prepared and conducted on the basis of the social network Facebook in 2017. The respondents were presented with an advertising multimedia product with a subsequent assessment of the emotional state. The received statistical results confirm the accepted hypothesis. Based on the hypothetic-deductive method, recommendations for managing consumer behaviour in the economy of impressions have been developed. The essence of recommendations is reduced to how to take into account the phases of human biological rhythms, as well as the choice of intellectual and emotional filling of the multimedia advertising product. Taking into account the personalisation processes, the models of users’ perception of advertising are modified. The process of users’ perception of the content, its impressions and emotions lie in interrelation with its biological rhythms. If the developer knows the data about the activity of the emotional and intellectual biorhythms of the user, it becomes possible to control impressions, passing the relevant content in the most favourable periods for perception. Practical application of the proposed recommendations will be useful for companies that carry out advertising activities in social networks that implement contextual advertising and direct marketing.
Analysis of factors of attracting and retaining the attention of users in the internet environment
(ДВНЗ "Придніпровська державна академія будівництва та архітектури", 2017) Kurbatova (Tataryntseva), Yuliia; Iotova, D. K.; Pushkar, A. I.
The article specifies the essence of the processes of attracting and retaining the attention of users when interacting with a multimedia product on the Internet. The interrelation of volumes of the information and attention of users is grounded. The elements of the information structure of a multimedia product are generalized. Classified factors of attracting and retaining the attention of users in the Internet environment.
Application of Marketing Tools of Experiential Marketing in the Internet Sphere
(IJERMT, 2017) Kurbatova (Tataryntseva), Yuliia; Ryabukha, Maria
The article examines the concept of experiential marketing in the context of production promoting in the Internet sphere. Two groups of motives for user interaction with content in the network are identified - active and passive. The ways of satisfying the active motives of users in the development of a multimedia product are substantiated. Proposals by the use of tools for the concept of experiential marketing in the Internet sphere, such as values strengthening, coolhunting, brand development, design, theatricalization, personalization and dialogue have been formed.
Multimedia products in impressions economics
(Eurasian Social Sciences Association, 2016) Pushkar, Oleksandr; Kurbatova (Tataryntseva), Yuliia
The external factors influencing the perception were selected by generalization method: the concept of the project; structure and navigation; quality of content; technical equipment; and of internal factors: the value of the user; perception; type of perception. The essence of creating a multimedia product is the transfer of ideas embedded by developer. Authors have developed a classification of user ideas perception on the basis of perception time and emergence of ideas zones. In the article it is purposed to make the decisions on the interactivity necessity based on user activity analysis and purpose of multimedia product developer.

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