Вплив соціальних мереж на процес купівлі-продажу: орієнтація на економію часу, ресурсу

Abstract

Здійснено порівняльну характеристику соціальних та традиційних медіа. Обґрунтовано рівень використання соціальних мереж в межах яких здійснюється процес “купівля-продаж”. Виявлено, що найбільшу питому вагу соціальних мереж в Україні посідають “Facebook” та “Твіттер”, що становить більше ніж 80% всіх соціальних мереж, якими користуються клієнти в процесі “купівля-продаж”. Здійснено дослідження динаміки зміни запитів для “Facebook”, “Твіттер”, “Instagram”, вказано на переваги використання соціальних мереж для просування товарів.The article confirms that market relations in social networks considerably extend the range of opportunities and activities, saving time for buying a commodity and establishing new forms of relations between producers and consumers, which shorten the chain of supply and save financial resources of a consumer. Special attention is paid to importance and novelty of the relations in the process of purchase and sale through social networks, as compared to establishment of market relations. Thephenomenonprovokes a great interest to the issue and its sufficient study. The work describes advantages of social networks for enterprises, including the opportunity to extend and improve relations with clients, application of blogs or microsets, focus on a definite group of clients. The article gives comparative characteristics of social and traditional media. The work argues a degree of employment of social networks for “purchase and sale processes”. It is determined that the largest share of social networks in Ukraine is taken by Facebook and Twitter, constituting more than 80% of all social networks, used by clients for purchase and sale purposes. The author of the article marks main advantages of social networks and their principal features. It is defined that, making purchase and sale through the social network Facebook, it is reasonable to pay attention to the focus on a style, creation of a group of interests and clients, process of attraction of new contacts and posting a personal networking page. The research studies means of application of the social network Twitter and pays attention to the process of information posting and attracting attention to the information. The author of the work presents main principles of information posting in Twitter. The article argues peculiarities of chats activity and like time in Twitter, and studies dynamics of requests to Facebook, Twitter, Instagram, starting from January 2010 to October 2017. The research also marks advantages of social networks for commodity promotion and grounds the necessity to use mobile Internet for purchase and sale. It is stressed that significance of social networks use for purchase and sale is forced by lack of financial capital, biases concerning external features, distance to the main job place, fast response to the information, available operative communication, etc. Prospects of the future study in the mentioned direction include investigation of the degree of consumer’s trust to the process of “purchase and sale” in social networks.