ANALYSIS AND MODELLING THE PREFERENCES OF SOCIAL NETWORKS USERS
AbstractThe subject matter of the research is the models and technologies of analyzing the processes of developing the loyalty and preferences of social networks users. The goal of the research is to increase the efficiency of marketing analysis of clients’ preferences and promoting products and services. The following tasks are solved in the article: the analysis of the methods and technologies of simulation modelling; the survey of available simulation packages; designing a datalogical context chart; developing the agent-based model of the impact of social networks on preferences; developing a database for data storage; a graphical analysis of preferences. The following research methods are used – simulation modelling methods, Laravel and YouTube Data and Analytics API methods. The following results were obtained: the model that explains how advertising affects the development of clients’ preferences, as well as the impact of clients’ communication on loyalty, the information system for the graphical analysis of Wow–How Studio of YouTube channel The model that reveals the impact of advertising and clients’ communication was developed. The suggested model proves the fact that the communication of social networks users greatly increases a number of actual clients as well as the level of loyalty. Using such technologies as Laravel and YouTube Data API, the designed application enables clear and timely monitoring and analyzing Wow-How Studio channel, which is very important to be always aware of the preferences of potential clients and to know what can be interesting for them and how to meet their expectations. The results can be implemented in enterprises of various spheres that offer their products and services. Any company is interested in obtaining the maximum profit and integration into social networks is free advertising and as a result attracts additional profit.
Reichheld, F. (2001), The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value, Harvard Business School Press, 323 p.
El Sheikh, A. (2007), Simulation and Modeling: Current Technologies and Applications, IGI Global, 466 p.
Reicheld, F. Research and evaluation of consumer loyalty [Issledovaniya i otsenka loyal'nosti potrebiteley], available at : http://www.satio.by/publications/researches/76.html.
Goldenberg, B. (2015), The Definitive Guide to Social CRM: Maximizing Client Relationships with Social Media to Gain Market Insights, Clients, and Profits, Pearson Education, 272 p.
Rabayah, W., Khasawneh, W. (2016), Strategic Uses of Social Media for Improved Client Retention, IGI Global, 311 p.
Tarasov, V. B. (2009), Agents, multi-agent systems, virtual communities: a strategic direction in computer science and artificial intelligence [Agenty, mnogoagentnyye sistemy, virtual'nyye soobshchestva: strategicheskoye napravleniye v informatike i iskusstvennom intellekte], Moscow : Editorial URSS, 47 p.
Odden, L. (2012), Optimize: How to Attract and Engage More Clients by Integrating SEO, Social Media, and Content Marketing, John Wiley & Sons, 256 p.
Ushakova, I. A. (2012), Social networks as a tool for relationships with customers [Sotsial'nyye seti kak instrumentariy vzaimootnosheniy s kliyentami], Moscow : Akademiya, 145 p.
Roebuck, K. (2011), Social CRM: High-impact Strategies - What You Need to Know: Definitions, Adoptions, Impact, Benefits, Maturity, Vendor, Lightning Source, 116 p.
Shih, C. The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audience, and Sell More Stuff, Prentice Hall, 2009, 256 p.
Greenberg, P. (2009), CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Clients, McGraw-Hill Education, 688 p.
Kotler, F. (2003), Marketing from A to Z [Marketing ot A do Ya], St. Petersburg : Neva Publishing House, 224 p.
Khill, N., Sel'f, B., Roshe, G. (2004), Measurement of customer satisfaction according to ISO 9000: 2000 standards [Izmereniye udovletvorennosti potrebitelya po standartam ISO serii 9000:2000], Moscow : Publishing House Technologies, 192 p.
Abstract views: 156 PDF Downloads: 6
Our journal abides by the Creative Commons copyright rights and permissions for open access journals.
Authors who publish with this journal agree to the following terms:
Authors hold the copyright without restrictions and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-commercial and non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
Authors are permitted and encouraged to post their published work online (e.g., in institutional repositories or on their website) as it can lead to productive exchanges, as well as earlier and greater citation of published work.