Персонификация бренда: применение методологии психометрии на больших данных социальных сетей (данные российского рынка)

Креативная экономика. 2023. Т. 17. № 5. С. 1705–1730.

Mahar D. H., Syropyatov V. V., Елисеева В. С.

To date, brand marketing is directly related to the detailed study of big data created by the consumer when making a choice, personal preferences and motivations. , the company tries to include the consumer as much as possible in the process of creating and developing not only the product, but also the brand. Personification is one of the means to ensure effective communication interaction with the consumer audience. The purpose of the study was to identify and analyze the modern methodology for brand personification based on big data. The authors performed an extensive literature analysis to identify the appropriate personification methodology. In order to analyze the competitive environment, an overview of the market of solutions in the fi eld of digital psychometry is presented. The authors conducted an interview with a company applying this methodology in the Russian market in order to verify the success of its application. The methodology of digital psychometry as an effective tool for brand personification based on big data of social networks' users is revealed. Companies that successfully apply this methodology on the world stage are considered. One of the cases of its successful application in the banking sector of the Russian Federation is described. The methodology of digital psychometry can be used by brand managers as one of the main tools for brand personification for the target audience. Thus, the process of making marketing decisions in the company will also be supported by the integration of this methodology

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Keywords: персонификация, большие данные, big data, управление брендом, social media data, consumer behavior, психометрия, цифровая, brand management, brand personifi cation, digital psychometrics, online branding, данные социальных сетей, потребительское поведение, интернет-брендинг, персонификация бренда