Determining the role of emotions in the customer journey for culture industries under conditions of information and communication technologies development

Authors

DOI:

https://doi.org/10.15587/1729-4061.2023.275614

Keywords:

emotional value, cultural industries, marketing, consumer solution, Internet, digital platforms

Abstract

The object of research is the purchasing behavior of consumers of cultural products. The aim of the study is to determine the model of consumer decision-making about the purchase of cultural products, taking into account the emotional component under the conditions of development of information and communication technologies. It has been established that macroeconomic factors in the formation of marketing of cultural industries are characterized by a number of features, among which the development of information and communication technologies is key. Making a consumer decision regarding a cultural product depends on its economic and cultural values but is determined by its emotional value. The proposed model of influence of emotional value makes it possible to determine the likelihood of a positive consumer decision in relation to a particular cultural product or brand. Evaluation of the impact of the spread of information and communication technologies on the consumption of cultural products proved the existence of a link between the number of Internet subscribers and household spending on culture and recreation. However, most cultural products consumed via the Internet or television are free or obtained free of charge from unofficial sources (the so-called "pirated" content). It was found that half of consumers do not attend cultural events at all due to lack of funds, time, or remoteness of the event. At the same time, the main channels and sources of information of consumers of cultural products are the Internet and television. It has been established that emotional marketing realizes itself as fully as possible through a loop-like model of bringing commercially important information to the final consumer of cultural products. In this process, digital marketing technologies, especially digital platforms, play a key role as a tool. The practical significance is in the possibilities of applying the data obtained in the process of developing marketing programs for subjects of cultural industries.

Author Biographies

Yuliia Tymchenko, Kyiv National University of Culture and Arts

PhD, Associate Professor

Department of Fashion and Show Business

Mariia Proskurina, Kyiv University of Culture

Doctor of Economic Sciences, Professor

Department of Event-Management, Fashion аnd Show-Business

Taras Hryhorchuk, Kyiv National University of Culture and Arts

PhD, Associate Professor

Department of Fashion and Show Business

Lesya Chervinska, Kyiv National University of Culture and Arts

PhD, Associate Professor

Department of Fashion and Show Business

Vadym Ratynskiy, Ternopil Ivan Puluj National Technical University

PhD, Associate Professor

Department of Accounting and Taxation

Svitlana Shpylyk, Ternopil Ivan Puluj National Technical University

PhD, Associate Professor

Department of Industrial Marketing

Olga Krause, Ternopil Ivan Puluj National Technical University

PhD, Associate Professor

Department of Industrial Marketing

Iryna Pinyak, Ternopil Ivan Puluj National Technical University

PhD, Associate Professor

Department of Industrial Marketing

Iryna Lebedynets, Academician Yuriy Bugay International Scientific and Technical University

Senior Lecturer

Department of Management, Marketing and Public Administration

Oleksandr Nosyriev, National Technical University "Kharkiv Polytechnic Institute"

PhD, Associate Professor

Department of Tourism and Hospitality Business

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Determining the role of emotions in the customer journey for culture industries under conditions of information and communication technologies development

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Published

2023-04-29

How to Cite

Tymchenko, Y., Proskurina, M., Hryhorchuk, T., Chervinska, L., Ratynskiy, V., Shpylyk, S., Krause, O., Pinyak, I., Lebedynets, I., & Nosyriev, O. (2023). Determining the role of emotions in the customer journey for culture industries under conditions of information and communication technologies development. Eastern-European Journal of Enterprise Technologies, 2(13 (122), 62–72. https://doi.org/10.15587/1729-4061.2023.275614

Issue

Vol. 2 No. 13 (122) (2023): Transfer of technologies: industry, energy, nanotechnology

Section

Transfer of technologies: industry, energy, nanotechnology

License

Copyright (c) 2023 Yuliia Tymchenko, Mariia Proskurina, Taras Hryhorchuk, Lesya Chervinska, Vadym Ratynskiy, Svitlana Shpylyk, Olga Krause, Iryna Pinyak, Iryna Lebedynets, Oleksandr Nosyriev

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