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

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

Махар Д. Х., Сыропятов В. В., Елисеева В. С.

Today, brand marketing is directly related to a detailed study of big data created by the consumer when making choices, expressing personal preferences and motivations. Thus, 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. In this regard, the purpose of the study was to identify and analyze modern methodology for brand personification based on the use of big data. As part of this article, the authors performed an extensive literature analysis to identify the appropriate personification methodology and the features of its use, reviewed the market for solutions in the field of digital psychometrics in order to analyze the competitive environment, and also conducted an interview with a company using this methodology in the Russian market in order to verify the success its use. As a result of the study, the methodology of digital psychometry was identified as an effective tool for brand personification, using big data from social network users, the mechanism of use was analyzed in detail, companies that successfully use this methodology on the world stage were considered, and one of the cases of its successful use in the banking sector was described RF. The methodology of digital psychometrics can be used by brand managers as one of the main tools for personalizing a brand for the target audience. Thus, the company's marketing decision-making process will also be supported by the integration of this methodology.

Ключевые слова: 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