У статті уточнено поняття "поведінка споживачів у соціальних мережах", виявлено найпопулярніші онлайн-спільноти в європейському та українському Інтернет-сегментах. Визначено основні тенденції поведінки Інтернет-користувачів у соціальних мережах, а такожчинники, які спонукають Інтернет-споживачів підписуватися на акаунти брендів в онлайн-спільнотах. З метою встановлення довгострокових взаємовідносин між споживачами та підприємцями в онлайн-спільнотах запропоновано новий підхід для підприємств, в основіякого лежить задоволення основних потреб споживачів в соціальних мережах, а також поєднання технологій, соціальної платформи та медіа-каналів.
A concept of consumers' behavior in social networks, which is interpreted as a study of the Internet consumers' activity in online associations and comprehension of their decision making in relation to the commodity purchase under the influence of marketing instruments relevant to their advancement in social networks with the aim satisfying the consumers' demands; making repeated purchases and providing loyalty towards a trade mark, has been specified in the article. it is determined that Facebook is widely used by Internet consumers of the European Union, whereas VKontakte (literally "in touch"), Odnoklassniki (literally "Classmates"), Twitter as well as Facebook are the most popular online associations in the Ukrainian Internet segment. The factors that induce Internet consumers to subscribe to brand accounts in social networks are the following: discounts, consumers' favourable attitude towards the brand, their personal interest in a brand, opinions and recommendations of their acquaintances, traditional advertising, media coverage, professional interest, social network posts. It has been found out that 57% of people in the developed countries do not want to contact with brands through social media. In the USA this number grows to 60%, in Great Britain to 61%. A barrier to advancement of brands through social networks in Ukraine is substantial. In our country almost half of all Internet consumers (49%) do not want companies or brands to contact with them. Although 54% of consumers in the world (47% in Ukraine) recognize that social networks are positioned correspondingly in order to get information about food; researches show that brands should care more about their online behavior. To establish long-term relations with consumers online, a new approach has been offered for the enterprise to attract consumers via social networks, to satisfy their needs in social networks and to combine technologies, social platforms and media channels.
