COMMUNICATION MODEL BETWEEN FIRM AND SOCIOCULTURAL GROUPS IN SOCIAL MEDIA MARKETING

The development of technology, the emergence of new ways of conveying information, the dynamism of global economic processes have lead to the need to revise existing methods and tools of communication. If a firm is going to communicate via social networks, it is essential to know exactly with whom the firm is going to interact. There is a contradiction between the level of knowledge of this sphere with an emphasis on social media and the dynamics of its development. Mechanisms of marketing interaction with consumers have not yet been fully studied, in addition, there is no single methodological approach to understanding the nature and characteristics of social media marketing nature. The purpose of this work is the development of theoretical and methodological framework that will determine the model of firm's communication with sociocultural groups through social media. Based on the results of the study, the company's SMM model was presented. During experts interview and case study the connection between some SMM tools and the perception of different sociocultural groups based on values and specific streaks was revealed.