title: Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÑ Ð¿Ð¾ÐºÐ¾Ð»ÐµÐ½Ð¸Ð¹ Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ðµ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Strategies for attracting different generations in social media marketing
Creators: name: ÐÐµÑÐ°ÑÐ¸Ð¼Ð¾Ð²Ð°, ÐÐ¾Ð»Ð¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
Ð¿Ð¾ÐºÐ¾Ð»ÐµÐ½Ð¸Ñ
Ð¾Ð½Ð»Ð°Ð¹Ð½-ÑÐºÐ¾Ð»Ð°
ÐºÐ¾Ð½Ð´Ð¸ÑÐµÑÑÐºÐ¾Ðµ Ð´ÐµÐ»Ð¾
Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ðµ Ð¿Ð¾ÐºÐ¾Ð»ÐµÐ½Ð¸Ð¹
ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
marketing
social media
generations
online school
confectionary
engaging generations
content marketing

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¸ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹, Ð¿Ð¾Ð·Ð²Ð¾Ð»ÑÑÑÐ¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ Ð¿ÑÐ¸Ð²Ð»ÐµÐºÐ°ÑÑ Ð¸ ÑÐ´ÐµÑÐ¶Ð¸Ð²Ð°ÑÑ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð¸ÑÐµÐ»ÐµÐ¹ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÑ Ð¿Ð¾ÐºÐ¾Ð»ÐµÐ½Ð¸Ð¹. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¾ Ð½Ð° Ð±Ð°Ð·Ðµ Ð¾Ð½Ð»Ð°Ð¹Ð½-ÑÐºÐ¾Ð»Ñ Â«ÐÐÐÐÐÂ». ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ SMM, Ð°Ð´Ð°Ð¿ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÐµ Ð¿Ð¾Ð´ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐ°Ð·Ð½ÑÑ Ð¿Ð¾ÐºÐ¾Ð»ÐµÐ½Ð¸Ð¹. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐÐ±ÑÐµÐ½Ð°ÑÑÐ½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, ÐºÐ°ÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐµ Ð¸ ÐºÐ¾Ð»Ð¸ÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ, ÑÐºÑÐ¿ÐµÑÑÐ½Ð°Ñ Ð¾ÑÐµÐ½ÐºÐ° Ð¸ Ð¿ÑÐ¾ÐµÐºÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¸Ð½Ð¸ÑÐ¸Ð°ÑÐ¸Ð². ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐÑÐ¾Ð²ÐµÐ´ÑÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐµÐ¹ SMM-Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¾Ð½Ð»Ð°Ð¹Ð½-ÑÐºÐ¾Ð»Ñ Â«ÐÐÐÐÐÂ», Ð¾ÑÐµÐ½ÐµÐ½Ð° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¼ÐµÑ Ñ ÑÑÑÑÐ¾Ð¼ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»ÐµÐ¹. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ : Ð ÑÑÐµÑÐµ Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð¿ÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ SMM-ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹, Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð°Ð³ÐµÐ½ÑÑÑÐ²Ð°Ñ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½Ð¸Ñ Ð¾ÑÐ´ÐµÐ»Ð°Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹. ÐÐ°ÑÑÐ½Ð°Ñ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ. Ð¡Ð¸ÑÑÐµÐ¼Ð°ÑÐ¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¸ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½ÑÐµ Ð¿Ð¾Ð´ÑÐ¾Ð´Ñ Ðº ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ñ ÑÑÑÑÐ¾Ð¼ Ð¿Ð¾ÐºÐ¾Ð»ÐµÐ½ÑÐµÑÐºÐ¸Ñ ÑÐ°Ð·Ð»Ð¸ÑÐ¸Ð¹. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸: ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐµ ÐºÐ°Ð±Ð¸Ð½ÐµÑÑ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ, LiveDune. ÐÑÐ²Ð¾Ð´Ñ: ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study is to develop and substantiate a set of measures that effectively attract and retain representatives of different generations. The study was carried out on the basis of the KEYÐ¡O. Research subject: SMM strategies and tools adapted to the perception and behavioral characteristics of generations. Research methods: general scientific methods, qualitative and quantitative methods, expert evaluation, initiative design. The main results of the study: an analysis of the current SMM activities of the âKEYÐ¡Oâ was conducted, the effectiveness of measures was assessed using indicators. Application field: in the field of online education, in the development of SMM strategies, and in marketing agencies or internal departments. The scientific novelty of the study is comprehensive approaches to forming strategies considering generational differences were systematized. Information technologies advertising platforms and LiveDune analytics were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.