Model of impact of social networks on internet marketing of enterprises

LTReikšminiai žodžiai: Socialiniai tinklai; Interneto rinkodara; Verslas; Įmonės; Teorinis modelis. Keywords: Social networks; Internet marketing; Business; Enterprises; Theoretical model.Reikšminiai žodžiai: Socialiniai tinklai; Interneto rinkodara; Verslas; Įmonės; Teorinis modelis; Social networks; Internet marketing; Business; Enterprises; Theoretical model.

ENResearch background. The electronic environment has become an integral part of today’s marketing environment. The transformation of information technology makes it possible to reach the desired customer through various business instruments, regardless of his location. The number of consumers using the Internet to search for goods and services is increasing. As a result, social networks are gaining in importance from both businesses and consumers. There are currently over 800 social networks in the world. Corporate social networking accounts where a variety of news can be posted: from company start-up history to the latest company prototype news, and often for small businesses, and represents the cost of the website. Most authors point out that the scope of emarketing is wider than online marketing because online marketing refers only to the Internet. Businesses seek to disseminate information about goods through social networks, given their popularity and impact on consumers. Purpose of the article is to construct the theoretical model that would help to determine how the impact of social networks on online marketing of companies can be assessed. Methods: analysis of scientific literature, systematization, generalization. Findings and Value added. Based on the model, proposed by the authors, the elements of Internet marketing are analyzed, as well as research on the importance of social networks in information transfer and communication with the consumer is emphasized and the most commonly used indicators of social networks are singled out. [From the publication]