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Evaluating the Advertising Content on Social Networks
Zhabiak S. A., Kasianova N. V.

Zhabiak, Sophiia A., and Kasianova, Nataliia V. (2019) “Evaluating the Advertising Content on Social Networks.” Business Inform 11:434–439.
https://doi.org/10.32983/2222-4459-2019-11-434-439

Section: Management and Marketing

UDC 659.113.71

Abstract:
The article is aimed at forming methodical approaches to assessing the efficiency of advertising brand content on social networks from the point of view of the target audience. A comparative analysis of the perception of advertising content of the Pepsi brand by the target audience is carried out. Measurements of marketing communication targets on the social networks Facebook and Instagram are characterized. Using the statistical analysis method, the task setting of modeling the selection of communication instruments that correspond to the objectives of advertising campaign is described. The criteria for evaluating the efficiency of instruments on social networks have been formed as follows: duration of attraction, coverage and audience displays, advertising costs, ad message handling, etc. The target indicators of the efficiency of communication instruments are estimated from the perspective of the advertiser to achieve the goals of attracting unique users, increasing the degree of customer loyalty and customer retention, image advertising. The principle of the perception of advertising content by the target audience on social networks Facebook and Instagram is substantiated. The effectiveness of the viral, advertising and organic coverage, displays and activity of unique users are analyzed. This study helped to evaluate the impact of selected advertising tools on achieving the goals of an advertising campaign to improve the informative decision-making process for choosing marketing communications. In particular, three rubrics and their statistic indicators were considered, which identified that targeted advertising should be used to increase a brand coverage. The largest audience coverage for the Pepsi brand is achieved only in a paid way, in particular the percentage of targeted advertising coverage is 99.47%, while organic and viral coverage - less than 1%.

Keywords: coverage, preferences, attraction, clickability, traffic, targeting.

Tabl.: 3. Bibl.: 10.

Zhabiak Sophiia A. – Master, Department of Economic Cybernetics, National Aviation University (1 Lubomyra Husara Ave., Kyiv, 03680, Ukraine)
Email: [email protected]
Kasianova Nataliia V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Business Analytics and Digital Economy, National Aviation University (1 Lubomyra Husara Ave., Kyiv, 03680, Ukraine)
Email: [email protected]

List of references in article

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Romat, Ye. “Systema brend-marketynhovykh komunikatsii“ [System of Brand Marketing Communications]. Tovary i rynky. 2016. http://tr.knteu.kiev.ua/files/2016/21/3.pdf
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Krasyuk, I. “Pokazatel vovlechennosti v sotsialnykh setyakh, formula“ [Social Media Engagement Indicator, Formula]. 28.11.2018. https://livedune.ru/blog/chto_takoe_engagement_rate_i_kak_schitaetsya_na_livedune

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