IMPACT OF HIDDEN ADVERTISING ON THE INTERNET ON CONSUMER BEHAVIOR CLIENTS OF INTERQUADRUM LLC COMPANY
Authors:   Transbaikal State University, Chita, Romanova I. , Bolshakova D. ,   Interquadrum LLC, Moscow
Published: December 2022

In the modern world, the traditional promotion of goods and services is losing its effectiveness. Currently, hidden advertising on the Internet is of the greatest interest. The information and communication network has unique opportunities to create the illusion of choice, manage opinions and get the appropriate result - the trust and loyalty of the audience, the growth of interest and, as a result, an increase in sales, an increase in turnover. The relevance of the research topic is due to several factors: – firstly, in conditions of information overload, standard advertising methods no longer bring the expected results, so it is necessary to study the influence of hidden advertising on consumer behavior; – secondly, Russian users have crossed the world average and spend almost 8 hours a day on the Internet, so one of the most convenient platforms for introducing hidden advertising is the Internet; – thirdly, hidden advertising on the Internet appeared relatively recently, and still remains a topic that has not been studied by researchers. The object of the study is hidden advertising on the Internet. The subject of the study is the influence of hidden advertising on the Internet on consumer behavior (on the example of the clients of Interkvadrum LLC). The purpose of the study is to analyze the impact of hidden advertising on the Internet on the consumer behavior of the clients of Interkvadrum LLC based on the research carried out by the author and develop practical recommendations for the company on the use of hidden advertising on the Internet. The purpose of the study determines the formulation and solution of the following tasks: – to study the concept, essence and types of hidden advertising on the Internet; – consider the impact of hidden advertising on the Internet on consumer behavior; – to study technologies and methods of influence of hidden advertising on the Internet on consumer behavior; – describe the types and methods of hidden advertising on the Internet, developed and used by Interkvadrum LLC, and characterize the consumer behavior of its customers; – to organize and conduct a study of the influence of hidden advertising on the Internet on the consumer behavior of the clients of Interkvadrum LLC; – to analyze the impact of hidden advertising on the Internet on the consumer behavior of Interquadrum LLC clients and develop practical recommendations for its application. The methodological basis of the study was general scientific and special research methods. Among the general scientific methods of research, analysis, synthesis, generalization, induction and deduction were used. To achieve the goal of the study, the following special research methods were identified: from field research methods – a sociological quantitative survey method (absentee questionnaire survey of clients of Interkvadrum LLC), from desk research methods – a marketing method of economic and mathematical analysis, which involves the analysis of the sale of goods, about which there was a speech in the hidden advertising messages placed by the company on the Internet. The results of a study of the influence of hidden advertising on the Internet on the consumer behavior of the clients of the LLC Interquadrum company are presented. The effectiveness of the types and methods of hidden advertising on the Internet developed by the author of the study on the basis of socio-psychological methods of influencing the consumer behavior of the clients of Interkvadrum LLC has been experimentally and practically established. Approbation of the influence of the proposed types of hidden advertising on the Internet on the consumer behavior of customers was carried out, which showed the expediency of their use in hidden advertising campaigns of the LLC Interkvadrum company. The problems of using various types and methods of hidden advertising on the Internet on the consumer behavior of the clients of Interkvadrum LLC are identified and practical recommendations for its use are developed