THE ROLE OF ONLINE COMMUNITIES IN MANAGEMENT OF THE COMPANY MARKETING

Currently, social networks play an important role. Several years ago, they were not taken seriously, but now the market scenario of the business has changed. People like to be more online than offline. Previously, the promotion of products for anyone was too long and costly, but now with the advent of social networks, companies have a new way by which they can promote their products and services with maximum coverage and minimum costs. Social networking tools facilitate the creation and sharing of knowledge, information, ideas and opinions, and also allow people to actively participate in the media themselves. This means a transition from passive consumption of marketing messages to active interaction with them. People spend more time on social networks and do so at the expense of traditional media. Despite the growing amount of time people spend on social networks, until recently they have not been used as a successful marketing tool to attract consumers. The article assesses the role of marketing in social networks for Russian companies today. As a result of the study, elements of online activity of companies and functions of online communities are revealed. Reflects existing communication problems in creating engaging content and suggests possible ways to eliminate them. The article also analyzes the impact of social networks on the purchasing decision process, as well as explores such concepts as customer involvement and market orientation.

social media marketing, content, e‑community, virtual consumer community, online activity of the company, client profile, social networks, blog, multimedia, forum, chat, internet marketing, website, social shopping.

Tatarinov K. A. The role of online communities in management of the company marketing. Business. Education. Law, 2019, no. 2, pp. 186–191. DOI: 10.25683/VOLBI.2019.47.228.