THE IMPACT OF DIGITAL GROUP ACTIVITY ON THE MANAGEMENT OF STUDENTS' LOYALTY TO THE PRODUCT: FEATURES AND PROBLEMS OF PROMOTION

Abstract

In the modern world of digital technologies, a new alternative consciousness has emerged. It focused on the universal values. In the digital world, companies can win over consumers by demonstrating the social orientation of their activities on the Internet. Many of them began to focus on value-oriented branding and to pay more attention to solving socially significant issues and to interact more actively with consumers, attracting them to participate in good deeds through digital group activity. The article analyzes the peculiarities of the influence of digital group activity on the management of students' loyalty to the product and to the company. As a research method, the questionnaire method was used, which allows to effectively identify the features of the influence of digital group activity on the students’ attitude towards the company. The authors describe the peculiarity of digital transformation on the development of practices for the use of group Internet promotions by Internet marketers. For the first time, the influence of digital group activity on the management of students' loyalty to the product and to the companies in general is analyzed. The reasons for the influence of digital group activity on the students’ loyalty management are proved: virality, speed of distribution, ideological orientation, breadth of audience coverage. It is revealed that a successful scenario of digital group activity, taken from life and close to the majority of the student audience, reflecting their values and intentions, causes loyalty to the company among student youth to a greater extent. It is determined that in order to effectively conduct digital group activity to form loyalty to the product and to the company, a scenario is needed that is not time-consuming for the user and does not require a large number of actions, otherwise it will not be attractive for students. It is shown for the first time that the disadvantages of digital group activity include: cost for conducting; availability only to large companies; rapid fading of interest. It is proved that the digital group activity in order to form loyalty to the product and to the company is focused on quick results. It is considered that in digital group activities students are attracted by simple rules.