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Modern methods of marketing research in the development of digital communications

Year: 2025

Type: conference-paper

Abstract: The paper explores the latest marketing research methods used in the development of digital communications.The focus is on tools such as web analytics, social media analytics, machine learning, neuromarketing, and big data.The research highlights the role of digital research in forming personalized communication strategies.

DOI: 10.64076/iedc250614.04

Authors: Volodymyr Falovych, Nataliia Falovych, Oksana Shevchuk, Liliya Yakymyshy

Institution: Ternopil Ivan Pului National Technical University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

OpenAlex ID: W4411576118

FWCI:

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