IDEAS home Printed from https://ideas.repec.org/a/baq/jetart/v3y2023i13p34-41.html
   My bibliography  Save this article

Development of information and communication technologies to study consumer behavior in the process of brand management

Author

Listed:
  • Kateryna Yahelska

    (State University of Trade and Economics)

  • Liubov Vasylyshyna

    (State University of Trade and Economics)

  • Yevhen Shkurov

    (State University of Trade and Economics)

Abstract

This paper investigates tendencies in the development of information and communication technologies for studying consumer behavior in the process of brand management. Trends in consumer behavior have been identified – strengthening environmental awareness and ethics, spreading e-commerce, increasing mobile experience, strengthening the role of personification, etc. The influence of changes in consumer behavior on the process of positioning and promotion of brands was substantiated. The expectations and actions of consumers and directions of the process of brand management as a result of transformation of consumption were characterized. Attention is focused on the role played by information and communication technologies in the study of consumer behavior in the process of brand management. The basic tools by types of information and communication technologies were systematized. It was determined that the main type of information and communication technologies, due to which a high degree of personalization is ensured, are social networks. In addition, technologies for analyzing web data, e-mail, mobile device data were used to study consumer behavior. A three-dimensional model of studying consumer behavior in the process of brand management has been proposed, which takes into account the components of consumer behavior, which needs to be investigated, the stage of the brand's life cycle, technologies for studying consumer behavior. A matrix of choice of appropriate information and communication technologies for studying consumer behavior at different stages of the brand life cycle has been formed. The practical use of the proposed methodological approach will provide more reliable information on various components of consumer behavior. This could create prerequisites for developing an effective strategy for positioning and brand promotion

Suggested Citation

  • Kateryna Yahelska & Liubov Vasylyshyna & Yevhen Shkurov, 2023. "Development of information and communication technologies to study consumer behavior in the process of brand management," Eastern-European Journal of Enterprise Technologies, PC TECHNOLOGY CENTER, vol. 3(13(123)), pages 34-41, June.
    • Handle: RePEc:baq:jetart:v:3:y:2023:i:13:p:34-41
    DOI: 10.15587/1729-4061.2023.279615
    as

    Download full text from publisher

    File URL: https://journals.uran.ua/eejet/article/view/279615/277705
    Download Restriction: no
    File URL: https://libkey.io/10.15587/1729-4061.2023.279615?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Liubov Vasylyshyna & Kateryna Yahelska, 2024. "Modeling the design of marketing research of the brands’ social responsibility," Technology audit and production reserves, PC TECHNOLOGY CENTER, vol. 3(4(77)), pages 21-24, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:baq:jetart:v:3:y:2023:i:13:p:34-41. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Iryna Prudius (email available below). General contact details of provider: https://journals.uran.ua/eejet/issue/archive .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.