Managing Consumer Behaviour through Social Communications

Abstract

The article examines the issues of using social communications as an integral part of marketing technologies for managing and modifying consumer behaviour. The motivating determinants influencing the formation of consumer behaviour are analyzed; the current role of communications in the field of marketing technologies is considered. The communication process itself is considered both from a socio-psychological point of view and from the standpoint of the effectiveness of using marketing tools. The points of influence of social communications on consumer decision-making processes have been determined. The article also proposes a methodology for the complex formation and use of social communications as a composite tool for managing and influencing consumers. In practice, an example of the implementation of this technique has been analyzed, in case of the need to increase the loyalty of customers of an unprofitable company that has encountered difficulties in expanding its customer base and the need to transform the negative opinion of consumers about their own brand.