Pp. 3-7

DOI: 10.24412/2071-3762-2023-6312-3-7
Efficiency Increasing Methods of Internet Marketing in the Construction Sphere

Nagorny Maxim Alexandrovich,marketing specialist, Darstroy LLC, 117 Krasnykh Partizan St., room 317, Krasnodar, Russia, 350012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article presents a comprehensive analysis of Internet marketing strategies to increase efficiency in the construction industry. The construction sector, which is traditionally slower to adopt digital technologies, experiences a surge in the use of digital marketing tools. The study examines four key strategies: search engine optimization (SEO), social media marketing, content marketing and data analytics with outlining their objectives, benefits and implementation process in the context of construction businesses. The research delves into current trends and techniques within these strategies, exploring how they are transforming the industry’s customer acquisition and lead generation processes. The key factors in construction websites SEO promotion are presented, and the examples and social media promotion strategies are discussed. The article aims to assist industry practitioners in creating reliable, results-driven internet marketing strategies and optimizing their online presence. The conclusion outlines that a comprehensive, well-integrated approach to digital marketing can significantly increase brand awareness, customer engagement and business growth in the construction sector, thus emphasizing the crucial role of digital transformation in the industry.

Keywords: construction industry, online marketing, SEO, social media marketing, content marketing, data analytics, construction marketing.

Pp. 8-13

DOI: 10.24412/2071-3762-2023-6312-8-13
Problems in Forming Digital Marketing Ecosystem of Transport and Logistics Market

The article identifies the problems in the field of the digital marketing, which the ecosystem approach allows to overcome. The modern transport and logistics market is analyzed and the types of players in it are highlighted. The aim of the article is to identify the problems and opportunities for the formation of a digital marketing ecosystem of a transport and logistics company. The purpose predetermined the solution of the following tasks: identification of the problem in creating a company marketing ecosystem operating in the digital economy; trends analysis in the transport and logistics market development; identification of factors that affect the choice of marketing strategies and tools for their implementation, conditioned by the internal and external environment of companies.

Keywords: digital marketing ecosystem; transport and logistics service market; competitive advantage; external and internal environment factors.

Pp. 14-19

DOI: 10.24412/2071-3762-2023-6312-14-19
Marketing Strategy: Concept Comprehension by Scientists and ChatGPT Tool

Sozinova Anastasia Andreevna, Doctor of Economics, Professor, Management and Marketing Department, Vyatka State University; 36 Moskovskaya St., Kirov, Russia, 610000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kryukova Alexandra Dmitrievna, post-graduate student, junior researcher, lecturer of Management and Marketing Department, Vyatka State University; 36 Moskovskaya St., Kirov, Russia, 610000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Lutoshkina Anna Konstantinovna, post-graduate student, junior researcher, lecturer of Tourism and Human Resources Management Department, Vyatka State University; 36 Moskovskaya St., Kirov, Russia, 610000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of the article is to analyze and evaluate the differences in the concept interpretation and understanding by scientists and automated service of neural network ChatGPT type. The concept of «marketing strategy», its essence and peculiarities are analyzed. The peculiarities of ChatGPT answers and the difference from the interpretations in scientific sources are marked. In particular, it is revealed that the automated service produces a very voluminous text that requires primary processing and verification and cannot be used in scientific papers in its original form. Speaking about the errors occurrence in the definition meaning under consideration, it is noted that there aren’t any. Definitions, features and elements are presented correctly. It is concluded that the obtained research results are expected, since it is known that ChatGPT works on the autocompletion principle: the beginning of the text is entered or a work plan is given, and the programme generates its implementation by involving a huge array of data.

Keywords: artificial intelligence; ChatGPT; marketing strategy; neural network.

Pp. 20-30

DOI: 10.24412/2071-3762-2023-6312-20-30
Features for Consumer Perception of Multon Partners Localized Fizzy Drinks (ex Coca-Cola HBC Eurasia)

Kurilov Bogdan Nikolayevich, Master of Management, National Research University “Higher School of Economics”; 26 Shabolovka St., Moscow, Russia, 119049 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Galitsky Efim Borisovich, Ph.D. in Economics, Head of Data Analysis Laboratory, Institute of the Public “Opinion Foundation”; 15 Rochdelskaya St., bldg. 16А, Moscow, Russia, 123242 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the study of consumer perception of the new Multon Partners portfolio, localized specifically for the Russian market. The article is prepared on the open sources basis only. The characteristics of fizzy drinks comparisons received in the qualitative exploratory research formed the basis of an online survey toolkit aimed at exploring consumer evaluation of the new and old brand portfolios. Multiple linear regression analysis and principal component analysis (PCA) methods are applied to this survey data. As a result, a brand perception map is generated that shows significant differences in consumer perception between the two brand portfolios. Recommendations are given to the company, conceptual options for positioning and brand image formation are proposed on this basis.

Keywords: FMCG; brand perception; perceptual map; brand management; fizzy drinks; brand exodus; coca-cola; brand image; brand «Dobry» (“Kind”).

Pp. 31-37

DOI: 10.24412/2071-3762-2023-6312-31-37
Exploring the Influence of Computer Game Genres and Player Psychotypes on the Marketing Strategy Effectiveness

Sidorov Andrey Alexeyevich,Master’s student, Faculty of Technological Management and Innovations, ITMO University; 11/2 Tchaikovsky Street, Saint Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Korytova Victoria Evgenievna, Teaching assistant, Faculty of Technological Management and Innovations, ITMO University; 11/2 Tchaikovsky Street, Saint Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Budrin Alexander Germanovich, Professor, Doctor of Economics, Faculty of Technological Management and Innovations, ITMO University; 11/2 Tchaikovsky Street, Saint Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article analyzes the preferences of computer games players, analyses the computer games genres and classification, and identifies its advantages and disadvantages. The players’ psychotypes according to Bartle’s version are considered and their connection with preferences in computer games genres is shown. The author’s classification of computer games genres based on the combination of players’ psychotypes and characteristics of genres is developed. The article outlines the advantages of applying the author’s classification in marketing campaigns, as well as for the purposes of identifying the target audience, developing marketing strategies and personalizing communication with players. The results and conclusions of the study can be useful for game developers and marketers aiming to optimize marketing campaigns and achieve greater success in the computer games market.

Keywords: player psychotypes; computer games; genre classification; gaming; video game market.

Pp. 38 - 41

DOI: 10.24412/2071-3762-2023-6312-38-41
Methods of Advertising Psychological Impact on the Consumer

Mikhailenko Natalia Nikolayevna, Founder and Commercial Director, Advertising and Production Company «ABC Media»; 3, 4th Podbelsky Proezd, bldg. 9, Moscow, Russia, 9107150 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article explores the psychological mechanisms that are the basis of the advertising impact on the consumer. The psychological influence methods, factors influencing the effectiveness of advertising, as well as the role of colour, form and text in the creation of advertising images are considered within the framework of this theme. The ethical aspect of psychological influence is also an important aspect to consider when creating and implementing advertising campaigns. As a result, the study of this theme will help to understand how advertising influences consumer behaviour and how to create more effective advertising campaigns taking into account the psychological characteristics of the target audience.

Keywords: psychological impact of advertising; advertising effectiveness; advertising influence on consumer behaviour; factors affecting advertising effectiveness; emotional marketing.

Pp. 42-49

DOI: 10.24412/2071-3762-2023-6312-42-49
Influence of Digital Communication Mechanisms: UGC, eWOM, UX on Personalization of Higher Education Consumer Choice in Social Networks: a Case Study of RSSU Department

Shevchenko Dmitry Anatolyevich, Doctor of Economics, Professor, Head of Communication Management and Relationship Management Department, Russian State Social University; 4-1 Vilgelm Pik str., Moscow, Russia, 129226; Expert of Guild of Market Researchers, Vice-President for Science, Academy of Image Study (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Social media have a decisive influence on purchasing behaviour through mechanisms of social confirmation, social comparison, and self-identification to a referent environment. Understanding the digital communication mechanisms impact allows sellers to take these mechanisms into account when developing their marketing strategies and promoting goods and services in the online environment. The article aims to analyze the impact of digital communication factors on the consumer behaviour of higher education stakeholders in social networks on the example of a particular university (RSSU). It analyzes the user profile reactions, which are able to change decision-making routes at the initial stages of purchase, under the influence of user-generated content (UGC), electronic word of mouth (eWOM) with social media influencers (SMI), user experience (UX).

Keywords: higher education; social media; personalization; educational marketing; digital communication mechanisms; UGC; eWOM; eWOM/SMI; UX.

Pp. 50-52

DOI: 10.24412/2071-3762-2023-6312-50-52
Research of Population Satisfaction with the Healthcare System Functioning

Bondarenko Victoria Andreyevna, Doctor of Economics, Associate Professor, Head of Marketing and Advertising Department, Rostov State University of Economics (RSUE); 69 B. Sadovaya St., Rostov-on-Don, Russia, 244002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Chisnikov Vyacheslav Alexandrovich, Postgraduate student, Marketing and Advertising Department, Rostov State University of Economics (RSUE); 69 B. Sadovaya St., Rostov-on-Don, Russia, 244002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article considers the established approaches to the assessment of public confidence and satisfaction with the healthcare system. The article focuses on the expediency of assessing trust at the macro, meso and micro levels towards doctors, medical institutions and the healthcare system as a whole. Based on the results of empirical research (according to Levada-Centre estimates), it is revealed that Russians have insufficient trust in both specialists and certain organizations, along with the general institutional conditions for receiving medical care within the framework of the healthcare system. The conclusion is made that it is necessary to conduct regular surveys and verify their results in order to clarify the dynamics of public attitude to the analyzed issue, as well as to implement comprehensive efforts to increase the degree of public trust, given the tiered approach to its assessment.

Keywords: satisfaction; loyalty; trust; healthcare system; surveys.