Social Networks as a Tool of Marketing Communications: Mechanisms of Influence

The topicality of the research is Social Networks as a Tool of Marketing Communications: Mechanisms of Influence. The novelty of work is caused by a rapid increase in interest in social networks both from consumers and from business. The purpose of the work is to identify the mechanisms of influence of social networks (company communities) on target groups of the brand. Empirical research methods include: a review of academic literature, in-depth interviews and an online survey of target brands. The structure of the planned graduation paper includes 3 main chapters. The 1st chapter reveals the content of the notions "social networks", "mechanisms of influence on the target audience", the functions of social networks and types of needs that determine the motivation for the consumption of media content. The 2nd chapter highlights the methodology of the research and the rationale for choosing the online platform "VKontakte", as well as the first empirical stage, which identifies "external" tools of influence on subscribers of the brand communities. The 3rd chapter includes the second stage of an empirical study - an online survey that determines the motivation for consuming media content. The author formed recommendations on the use of external and internal mechanisms of influence, which can be implemented in the practice of companies represented on social networks.