STUDY OF MEDIA PREFERENCES AND MEDIA BEHAVIOR IN SOCIAL NETWORKS OF CONSUMERS OF A PARTICULAR PRODUCT GROUP

The aim of the study is to develop and test a methodology for researching media behavior and media preferences in social networks of consumers of a certain group of goods. Each user is interested in a large variety of products on social networks, this list is influenced by many factors. The research problem is the need to develop methods for effective promotion of goods in social networks based on the characteristics of media behavior and media preferences of consumers of different product groups. Based on the results of the content analysis of scientific publications and the successful experience of promoting public companies in social networks, a method was proposed for studying media behavior and media preferences of consumers of certain groups of goods, which is based on the authors’ hypothesis that media behavior and media preferences of social networks users, specific features inherent in consumers of a certain group of goods can be traced. The verification (testing) of the methodology was carried out on the basis of field quantitative research in the form of an online survey, and the verification results allowed us to confirm the hypothesis. When planning the survey, all active Internet users were considered as the general population, and not only consumers of a certain category of goods on the Internet. Factor analysis identified three groups of social network users: “Activists,” “Working Class” and “Young Family,” who pay attention to advertising certain categories of goods. Finding a significant and strong correlation between the respondents’ belonging to a particular group of consumers and their media preferences and media behavior allowed us to define a portrait of representatives of each group and clarify the identified specific features of media behavior and media preferences in social networks. The results obtained are of practical interest for online sellers aiming to improve the promotion of their products on social networks.

media behavior, media preferences, media research, social networks, types of consumer behavior, factor analysis, promotion, targeted advertising, correlation analysis, product categories

Kmet E. B., But A. S. Study of media preferences and media behavior in social networks of consumers of a particular product group. Business. Education. Law, 2021, no. 4, pp. 70—76. (In Russ.) DOI: 10.25683/VOLBI.2021.57.417.