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PROBLEMS OF MODERN ECONOMICS, N 3 (91), 2024
PROBLEMS OF MARKETING. LOGISTICS
Syropiatov V. V.
PhD student, Department of Economics, St. Petersburg State University

The role of digital marketing and social media in constructing brand value
(Russia, St. Petersburg)
The article provides a comprehensive analysis of the role of digital technologies and social media in the process of creating brand value, as well as evaluating the efficacy of using a wide range of digital tools to interact with the target audience and manage brand reputation. Special attention is paid to the formation of a positive, emotionally engaged and unique brand image through various digital strategies, such as creating viral and emotional content, managing interaction with opinion leaders and user content, as well as monitoring the brand’s reputation in the digital space. The author discusses the role of analytical tools and key performance indicators (KPIs) to improve digital marketing campaigns and personalize communications with consumers.
Key words: digital marketing, brand value, social media, brand image, digital marketing channels
Pages: 88 - 91


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