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Creative Tools for Interaction of Brands with Consumers on the Digital Technologies Basis

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Digital Science (DSIC18 2018)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 850))

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Abstract

Creative tools based on the use of digital technologies form a new type of “brand to consumer” communication, its special feature is the realization of the socio-psychological function of marketing. The brand’s solution of social and psychological problems of target audiences using digital technologies allows building meaningful, interactive, partner, personalized brand relationships with consumers.

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References

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Author information

Authors and Affiliations

  1. Department of Marketing and Advertising, Rostov State University of Economics and South Federal University, B. Sadovaya, 69, Rostov-on-Don, 344002, Russia

    Alexandra Ponomareva

  2. Department of Economic Theory and Entrepreneurship, Russian Academy of National Economy and Public Administration, Pushkinskaya Street, 70, Rostov-on-Don, 344011, Russia

    Maxim Ponomarev

  3. Department of Taxation and Accounting, Russian Academy Om National Economy and Public Administration, Pushkinskaya Street, 70, Rostov-on-Don, 344011, Russia

    Alexandr Ponomarev

Authors
  1. Alexandra Ponomareva
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  2. Maxim Ponomarev
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  3. Alexandr Ponomarev
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Corresponding author

Correspondence to Alexandra Ponomareva .

Editor information

Editors and Affiliations

  1. Institute of Certified Specialists, Perm, Russia

    Tatiana Antipova

  2. Information Systems and Software Engineering, University of Coimbra, Coimbra, Portugal

    Alvaro Rocha

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Ponomareva, A., Ponomarev, M., Ponomarev, A. (2019). Creative Tools for Interaction of Brands with Consumers on the Digital Technologies Basis. In: Antipova, T., Rocha, A. (eds) Digital Science. DSIC18 2018. Advances in Intelligent Systems and Computing, vol 850. Springer, Cham. https://doi.org/10.1007/978-3-030-02351-5_6

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