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Cluster mechanism of marketing optimization on the basis of systemic interaction between the internet of thing and social networks
Purpose: The purpose of the work is to substantiate the essence and advantages, as well as to develop a cluster mechanism of marketing optimization on the basis of systemic interaction between the Internet of Things and social networks. Methodology: The methods of systemic, problem, and logical analysis, synthesis, and imitation modeling are used. Results: As a result of studying the existing practice of marketing in social networks, barriers on the path of the fullest opening of the potential of marketing in social networks, drawbacks of the existing practice of marketing in social networks, and perspectives for reducing the barriers on the basis of systemic interaction between the Internet of Things and social networks are determined, as well as related advantages that ensure optimization of marketing practice in social networks. Recommendations: A cluster mechanism of marketing optimization on the basis of systemic interaction between the Internet of Things and social networks is developed and recommended for practical application. It is substantiated that marketing in social networks could be fully automatized with the help of cluster mechanism on the basis of the Internet of Things. This ensures the following advantages for business, which promotes the products in social networks: The fullest coverage of target audience, more effective spending of marketing resources, and increase of loyalty of consumers due to personified marketing communications. Consumers can also obtain advantages that are connected to limitation of unpopular marketing communications, simplification of selection of products from the catalog, and simplification of the procedures of purchasing. This will allow opening the commercial potential of marketing in social networks, stimulating the development of online entrepreneurship, and accelerating the rate of economic growth. © Springer Nature Switzerland AG 2019.