Applicable aspects of the use of internet marketing technologies in informational conflicts

Курбан, Олександр Васильович (2018) Applicable aspects of the use of internet marketing technologies in informational conflicts Communications and Communicative Technologies.Communications and Communicative Technologies (Вісник Дніпропетровського університету. Серія Соціальні комунікації) (18). pp. 55-61. ISSN 2617-1813; 2617-1821.

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Abstract

The methodology of the presented research is based on such general scientific methods as: synthesis, analysis of comparison, as well as applied ones: observation, modeling, forecasting. This methodological approach allows us to transfer the applied nature of the problem to the research area. The basic methodological basis of scientific research is applied materials and observations on actualcases (2014-2018). The course of the events of the Russian-Ukrainian conflict, which continues in the open format of the hybrid war since 2014, shows that traditional tools of modern Internet marketing can be used effectively enough to solve problems inherent in information confrontation. In particular, it concerns the implementation of the basic information process with such typical tasks as creation,distribution, storage and retrieval of information materials (so-called content). Directly in the article are considered such network tools as targeting (with key types), contextual advertising, methods for evaluating the effectiveness of CTR and mobile marketing (cellular communications, messengers). Specific facts are presented (in the format of applied cases) and the possibilities of their practical use are disclosed. The scientific novelty of the research is that for the first time, in the domestic scientific practice, the management of information processes in social online networks, within the framework of information warfare, is analyzed in the context of the use of typical Internet marketing tools. The results of the scientific research presented in the article make it possible to prepare the necessary methodological materials for training on the profile (in the relevant universities and specialized courses), to develop practical recommendations for specialized specialists, and to carry out further scientific (applied and theoretical) research in this direction.

Item Type: Article
Uncontrolled Keywords: Keywords: information technologies; internet marketing; information wars; social; targeting; contextual аdvertising; mobile marketing.
Subjects: Статті у журналах > Фахові (входять до переліку фахових, затверджений МОН)
Статті у журналах > Наукові (входять до інших наукометричних баз, крім перерахованих, мають ISSN, DOI, індекс цитування)
Divisions: Інститути > Інститут журналістики > Кафедра реклами та зв'язків з громадськістю
Depositing User: доцент Олександр Васильович Курбан
Date Deposited: 24 Dec 2019 09:17
Last Modified: 24 Dec 2019 09:17
URI: https://elibrary.kubg.edu.ua/id/eprint/30437

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