Accounting and analisis of information content of online communities

Authors

  • Оксана Петрівна Пелещишин Ivan Franko National University of Lviv 1, Universytetska St., Lviv, 79000, Ukraine, Ukraine

DOI:

https://doi.org/10.15587/1729-4061.2013.8933

Keywords:

online community, marketing communications.

Abstract

Online communities should be used in marketing practice of a company in two ways: as a medium of communication of a marketer with the outside world, and as a source of information about an object of marketing, reaction of consumers on it, activity of competitors and a state of the industry. Effective use of information technologies at various stages of the process contributes to the successful implementation of the chosen strategy of interaction with communities. For the accounting of the information content of online communities and their characteristics, it is appropriate to use the database “Information flows”, the model of which was developed by the author. The data on technical and semantic characteristics is used during the formation of marketing communications and organization of a marketer’s participation in an online community. The analysis of the statistical characteristics of the online communities has permitted to identify the main factors, influencing the selection of discussions and online communities to solve marketing problems. The method of evaluation of importance of discussions in an online community for marketing, proposed in the article, takes into account the compliance of topics of discussion of the research object and permits to adjust the impact of individual statistical discussion indicators, depending on tasks set before a marketer.

Author Biography

Оксана Петрівна Пелещишин, Ivan Franko National University of Lviv 1, Universytetska St., Lviv, 79000, Ukraine

Postgraduate

Department of Mathematical modeling of socio-economic processes

References

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Published

2013-02-05

How to Cite

Пелещишин, О. П. (2013). Accounting and analisis of information content of online communities. Eastern-European Journal of Enterprise Technologies, 1(2(61), 32–35. https://doi.org/10.15587/1729-4061.2013.8933

Issue

Vol. 1 No. 2(61) (2013): Information technology

Section

Information technology

License

Copyright (c) 2014 Оксана Петрівна Пелещишин

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