Val'ko D.V.South Ural Institute of Management and Economics, Chelyabinsk, Russian Federation lex_13@list.ru
Importance In the paper, I investigate the interaction of companies and consumers in today's e-commerce market, their mutual activity in the space of transmission of the values and consumer experience. Objectives My article aims to substantiate the importance of social networks and enhancing of the role of negative consumer activity in the network social space of the Russian e-commerce market. The paper identifies the difficulty of ensuring the institutional regulation of consumer activity in the Internet in the scale of the national economy. I pay attention to the accounting of the specific transaction costs and network effects on the consumer market of e-commerce on the national economy scale. Methods Using the adaptation of the relationship of marketing paradigm, as well as the basic tenets of the theory of consumer networks to the conditions of functioning of modern e-commerce market, I identify the main features of consumer activity in this particular market. Results The article's findings identify the main types of negative consumer activity in the network, and they also construct the role matrix of consumer behavior. My paper proposes indicators of the assessment of consumers' network activity, which takes into account the positive and negative components. Their evaluation allows adjusting the strategy of the company's media presence in the e-commerce market. The paper offers an integrated index, which is interpreted as an indicator of consumer activity growth. Conclusions and Relevance I conclude that today's e-commerce market necessitates accounting of network effects, as well as both positive and negative consumers' activities in company's media-presence. The proposed system of indicators in mutual connection with the consumers' role segmentation will help today's companies make well-argued management decisions in a dynamic marketing environment of consumer e-commerce market.
Keywords: e-commerce, consumer market, social network activity, consumer activity
References:
Bebris A.O., Kharlamov O.I., Mamedova A.E. Internet i sotsial'nye seti kak sredstvo delovoi kommunikatsii [The Internet and social networks as a means of business communication]. Molodoi uchenyi = Young scientist, 2014, no. 15-1, pp. 11–13.
Braliev A.Kh. Vliyanie informatsionnogo obshchestva na ustoichivoe razvitie [An impact of information society on the sustainable development]. Available at: Link. (In Russ.)
Val'ko D.V. Bezopasnost' rynka elektronnoi torgovli s tochki zreniya transaktsionnykh izderzhek [The e-commerce market security from the perspective of transaction costs]. Natsional'nye interesy: prioritety i bezopasnost' = National interests: priorities and security, 2012, no. 12, pp. 59–64.
Val'ko D.V., Pestunov M.A. Setevoi effekt v marketinge vzaimootnoshenii na rynke elektronnoi torgovli [The network effect in relationship marketing in the e-commerce market]. Available at: Link. (In Russ.)
Weber L. Effektivnyi marketing v Internete. Sotsial'nye seti, blogi, Twitter i drugie instrumenty prodvizheniya v Seti [Marketing to the Social Web: How Digital Customer Communities Build Your Business]. Moscow, Mann, Ivanov i Farber Publ., 2010, 315 p.
Garipov R.I., Val'ko D.V., Pestunov M.A. Institutsional'nyi mekhanizm rossiiskogo rynka elektronnoi torgovli [The institutional machinery of the Russian e-commerce market]. Chelyabinsk, SUIME Publ., 2012, 164 p.
Golovchanskaya E.E. Transformatsiya marketinga v sovremennom sotsial'no-ekonomicheskom prostranstve: ot produkta k chelovecheskomu kapitalu [Transformation of marketing in today's socio-economic space: from product to human capital]. Available at: Link. (In Russ.)
Gol'denberg V. Sotsial'nye seti kak instrument sovremennogo marketinga [Social networks as an instrument of modern marketing]. Available at: Link. (In Russ.)
Ivashkin A.Yu. Mul'tiagentnoe imitatsionnoe modelirovanie marketingovykh situatsii [Multi-agent simulation of marketing situations]. Available at: Link. (In Russ.)
Kaluzhskii M.L. Transformatsiya marketinga v elektronnoi kommertsii [Transformation of marketing under e-commerce activity]. Prakticheskii marketing = Practical marketing, 2013, no. 1, pp. 4–16.
Karev A.V. Setevye effekty na sovremennykh rynkakh [Network effects in contemporary markets]. Ekonomika, predprinimatel'stvo i pravo = Economics, business and law, 2012, no. 4 (15), pp. 13–17.
Korporativnye blogi kak sredstvo segmentatsii [Corporate blogs as a means of segmenting]. Available at: Link. (In Russ.)
Kusina O.A. Sotsial'nye seti kak effektivnyi instrument marketinga v industrii vstrech [Social networks as an effective marketing instrument in the meetings industry]. Kreativnaya ekonomika = Creative economy, 2013, no. 1 (73), pp. 118–123.
Mann I.B. Internet-marketing na 100% [Internet-marketing at 100%]. Moscow, Mann, Ivanov i Farber Publ., 2014, 240 p.
Paseshnik N.P., Sergeicheva I.A. Sotsial'no-ekonomicheskoe razvitie Chelyabinskoi oblasti na rynke tovarov i sfery uslug: sostoyanie i tendentsii: monografiya [Socio-economic development of the Chelyabinsk region in the market of goods and services: the current state and trends: a monograph]. Chelyabinsk, Poligraf-master Publ., 2013, 184 p.
Pertsovskii N.I. Otsenka effektivnosti provedeniya marketingovykh issledovanii v sotsial'nykh setyakh [Evaluation of the effectiveness of marketing research in social networks]. Prakticheskii marketing = Practical marketing, 2014, no. 5 (207), pp. 3–9.
Petrenko E.S. Prikladnye aspekty izucheniya setevykh potrebitelei uslug massovogo pitaniya [Applied aspects of studying the consumer network services of mass nutrition]. Available at: Link. (In Russ.)
Reshet'ko N.I., Esina I.N. Sotsial'nye seti i ikh znachenie v marketingovoi deyatel'nosti predpriyatiya [Social networks and their importance in the marketing activities of an enterprise]. Molodoi uchenyi = Young scientist, 2014, no. 6-2, pp. 40–42.
Effektivnost' onlain-reklamy i prisutstvie v sotsial'nykh media [The effectiveness of online advertising and the presence in social media]. Available at: Link. (In Russ.)
Yusupov M.Z. O vliyanii informatsionno-kommunikatsionnykh tekhnologii na obespechenie natsional'noi bezopasnosti v usloviyakh formirovaniya informatsionnogo obshchestva [The impact of information and communication technologies to ensure the national security under formation of an information society]. Otkrytoe obrazovanie = Open education, 2010, no. 1, pp. 78–85.
