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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Anna Marakina
Develpment of the Online SAles Technology on the Example of «Mail.ru Group (ok.ru)»
Management
(Bachelor’s programme)
2016
The importance of the internet as commercial platform is by now universally recognized and increasingly businesses adopt online marketing channels at the cost of traditional ones. In this paper the initial research question can be stated as the determination of correlation between various factors that may have an influence on successful sales technology, such as model of monetization, advertising in social networks and consumer behavior. It is worth mentioning, that these factors may affect company's profit, popularity on the market and competitive advantage, quality of customers. More than that, the analysis of secondary data shows, that the renowned scholars provide a theoretical explanation for the reasons for customer's demand and motives in social networking sites which have not been yet justified empirically. Therefore, the general aim of the present paper is to develop the recommendations of improvement sales technology in social networking site. By offering a more detailed description of the customers' behavior, advertising in social networks, models of online-projects monetization. It would be achieved by number of interviews of top-managers, developers in the company and with analyze of secondary data sources. Moreover, in an attempt to gain new insights into the determinants of behavioral intention to purchase online, the study uses the STEP-analysis and SWOT-analysis as the framework to analyze the sales technology in Odnoklassniki social network. Results from this study are beneficial to social networking sites both Russian and foreign.

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