UK: У статті визначено особливості розвитку нових інструментів маркетинг-мікс та їх поширення серед населення які створюють сприятливі умови просуванн товарів споживчого призначення. Визначено особливості участі агентів рекомендаційного маркетингу в рекламних стратегіях компаній-виробників товарів. Застосовуючи якісний методоло-гічний підхід у даній статті досліджується реакція споживачів на використання класичних інструментів маркетинг-мікс та рекомендаційного маркетингу. Дане дослідження допомагає зрозуміти особливості формування купівельної залученості внаслідок застосування ефкту «сарафанного радіо». Отримані результати допомагають отримати нові знання про споживачів з точки зору їх залучення до маркетингової комунікації.
EN: Informatization of all areas of modern human activity and the rapid development of new information and communication technologies create favorable conditions for the implementation of programs of operational access to remote material and intellectual resources distributed throughout the globe. Over the past decade social media has changed the way people com-munities and organizations create share and consume information from each other and from businesses. However today people have become more attentive to recommendations for the consumption of certain goods and services. It's becoming increasingly clear that social media offers significant opportunities to engage shoppers especially for consumer goods. Examples of such opportunities in social networks include recommendations sharing information about their products sharing experiences etc. The credibility of our study was enhanced by detailed data collection aimed at obtaining a deeper understanding of the WOM phenomenon based on primary data obtained during interviews with marketing company experts and secondary data from the analysis of a large amount of secondary data (industry reports press releases columns about eSports and blogs). Using a reverse approach with primary and secondary data we were able to ensure that all information based on the secondary data set was consistent with the expert interviews and this was the basis for our interviewee research. As part of this process we asked our respondents to describe the motivational factors behind their social media engagement. The main goal of this study was based on the multidimensionality and effectiveness of the interaction of referral marketing with classic marketing mix tools. Apply-ing a qualitative methodological approach the article investigates the individual attitude of consumers to behavior in social networks. Through the prism of personal brand development it is understood that people tend to imitate other people and listen to their opinion. The obtained results help to gain more knowledge about consumers from the point of view of their involvement in marketing communication.
