Managing online social networks and influence purchase intention in Republic of Kazakhstan
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Date
2017
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Abstract
Actuality of the research. With the development of internet technology and the advent of the digital age, mechanisms and structure of social media marketing management are changed in the economy. The interaction of the company with customers, contractors, investors, non-governmental and governmental organizations, and with the team was a dual and multilateral character; individuals that make up the target audience for the company is an active party in the relationship with the company and the increasing of sales are indirectly affected by position of business entities and the activities of social media marketing (SMM) in internet.
Positive dynamics of penetration of the internet leads to an increase in its role in modern business. The internet allows us to quickly collect the data about consumers and explore the habits and preferences of the ever-growing group of people, who spend most of their time online. This phenomenon forces marketers to reconsider the approach to social media marketing and its role in customers purchase intention.
Most of the companies set up websites to promote their products, thus scientific research in the field of managing internet marketing are of great theoretical and practical importance.
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Keywords
PLS-SEM, social media, marketing, PHD dissertation
Citation
Managing online social networks and influence purchase intention in Republic of Kazakhstan / AKHMEDOV RAMIS SULEYMANOVICH / 6D050700 – Management / Dissertation submitted for the degree of Doctor of Philosophy (PhD) / Kaskelen, 2017