Use of social media platforms as a key element of brand marketing strategies Khurdei Viktoriia1,*, Pushkar Tetiana2, Kuzmenko Hanna3, Bessarab Anastasiia4, Tregub Angelina5 1Department of Marketing, Faculty of Economics, Business and International Relations, University of Customs and Finance, Dnipro, Ukraine 2Department of Economics and Marketing, School of Economics and Management, O.M. Beketov National University of Urban Economy in Kharkiv, Kharkiv, Ukraine 3Department of Public Administration, Interregional Academy of Personnel Management, Kyiv, Ukraine 4Municipal Institution of Higher Education “Khortytsia National Educational Rehabilitation Academy” of Zaporizhzhia Regional Council, Faculty of Rehabilitation Pedagogy and Social Work, Special Education and Psychology Department, Zaporizhzhia, Ukraine 5Department of Language Training and Social Communications, Faculty of Social and Humanitarian Technologies and Management, State Tax University, Irpin, Ukraine *Corresponding author: vkhurdey@gmail.com (ORCID ID: 0000-0001-9210-9705)
Online Published on 19 January, 2024. Abstract This article delves into the exploration of social media platforms as crucial components of brand marketing strategies. It characterizes the essence of social media platforms, emphasizing the significance of social networks within this context. The primary objectives of brand strategies, specifically those deployed on social media, are explicated. Contemporary brand strategies employed on social media platforms are elucidated. The study also scrutinizes the distinct features of brand marketing strategies utilized for positioning within social networks. This research aims to unveil the intricacies surrounding the utilization of social media platforms as pivotal elements within brand marketing strategies. The object of this study centers on social media platforms functioning as integral components of the virtual environment. The research employs various methodologies, including description, analysis, synthesis, comparison, generalization, and content analysis, to achieve comprehensive insights into the subject matter. This article focuses on the examination of social media platforms as vital elements within brand marketing strategies. To fulfill the objectives of this study, an exploration is conducted on the role of social media platforms in individuals’ lives, encompassing the essence of social networks and the positioning of brand promotion within their life cycle. Additionally, the article characterizes the business opportunities arising from the integration of social media platforms as components of marketing strategies. This paper provides an in-depth examination of the advantages and disadvantages associated with leveraging social media platforms for brand promotion. It defines contemporary strategies adopted by brands on social media platforms. Additionally, the research sheds light on the pivotal role of targeting within the realm of brand promotion. Highlights • This article delves into the exploration of social media platforms as crucial components of brand marketing strategies. • The primary objectives of brand strategies, specifically those deployed on social media, are explicated. • This article focuses on the examination of social media platforms as vital elements within brand marketing strategies. Top Keywords Brand, Visitor, Instagram, User, Marketing, Promotion, Social media platform, Social network, Strategy, Facebook. Top |