Successful promotion of the brand in social networks: factor analysis

Advertising spreads very fast on social networks, forums and similar communication sites. In 2013, the online social media tools were used by 38.3 per cent of companies, and this number is constantly growing. This article deals with the online marketing, social networking and brand concepts. It analyses specific characteristics of a brand and social networking as well as their significance. Based on the example of the brand Vytautas, the success factors of the brand on social networks are set. Consumer opinions on the importance of social networks for promoting the brand are assessed. The analysis employs the following methods: the biometric Eye Tracking analysis and multiple criteria assessment method.

• Činčikaitė R.
• Kurojedova D.