Implications of behavior evolution of Ukrainian internet consumers for integrated marketing communications

Iryna Shkurupska
PhD in Economics, Lecturer of Marketing Department, Odessa National Economic University, Ukraine, e-mail: irina.shkurupskaya@gmail.com, ORCID ID: http://orcid.org/0000-0003-0353-828X

Cite this article:

Shkurupska, I. (2018). Implications of behavior evolution of Ukrainian internet consumers for integrated marketing communications. Ed.: M. Zveryakov (ed.-in-ch.) and others [Naslidky evoliutsii ukrainskykh internet-korystuvachiv dlia intehrovanykh marketynhovykh komunikatsii; za red.: М. I. Zvieriakova (gol. red.) ta in.], Socio-economic research bulletin, Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 3 (67), pp. 104‒115.

Abstract

The article considers the evolution of Ukrainian Internet users behaviour. Specifically, the changes in the characteristics of the internet users and their online shopping behaviours are tracked over the past several years. The analysis provides an understanding of fast expanding consumer market and its likely future development. Companies pay more attention to online coverage of events and the sharing of publications, as they save the least on digital communications. This segment of advertising is less affected than others during the current crisis: if you count the income in hryvnia, user involvement in this segment is the cheapest. In the client environment comes an understanding of the leading role of digital-agencies at the level of technical solutions. The results have a direct impact on Internet marketing strategies as an element of integrated marketing communications (IMC) in Ukraine and other developing countries. In the context of the research, the possibilities for increasing the impact of the IMC on consumer behavior on the Internet are identified. Marketers should start to treat the Ukrainian online population as a mass market with many niche markets in which they could do business. Modelling the research of IMC influence on consumer behaviour is important for facilitating meaningful comparisons between different companies (in-depth analysis of competition), time etc. To create such a research model, had to test several variables, in terms of matching model components and its functional relationship with theoretical precepts accepted as defining IMC. Thus, some aspects of the impact of the IMC on consumer behavior materialized in the decision-making process of Internet consumers have been clarified.

Keywords

internet; Ukraine; online marketing; integrated marketing communications (IMC); consumer behaviour: consumer decision-making process.

JEL classification: M310; DOI: https://doi.org/10.33987/vsed.3(67).2018.104-115

UD classification: 658.8: 697

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