Methodology for researching the characteristics of media preferences and media behavior in social networks of consumers of different categories of goods

• Kmet E.B.

  E. B. Kmet. Vladivostok State University of Economics and Service. Vladivostok. Russia

• A. E. Novikova

  A. E. Novikova. Vladivostok State University of Economics and Service. Vladivostok. Russia

User behavior in social networks is constantly evolving, and businesses need to track changes in consumer behavior of their products in order to develop effective promotion. The research methodology of the peculiarities of media behavior and media preferences in social networks
of consumers of various categories of goods includes such elements as: characteristics of methods and technologies for collecting and analyzing data; research process with a description of each stage; formulation of hypotheses about the existence of a relationship between
media behavior and media preferences of consumers in social networks and their interest in different categories of goods; technology for testing hypotheses and processing survey results in the SPSS statistical package; an algorithm for developing a set of proposals for the
promotion of certain categories of goods in social networks. The technique is of interest and is applicable to any business specializing in a certain category of goods. The methodology was tested on the basis of empirical research in the form of a survey, the results of which made it
possible to develop a set of proposals for promotion in social networks for the leaders in the popularity rating of goods purchased on the Internet. The complex of proposals is formed on the basis of the selection in the media behavior and media preferences of consumers in social
networks of the core (a set of parameters that are common for consumers of all goods) and specific features that dominate in the characteristics of consumer behavior only for a certain category of goods.

Keywords: media research, media behavior, media preferences, research in the field of promotion,
social networks, promotion efficiency.