DEVELOPMENT OF BASIC CONCEPT OF ICT PLATFORMS DEPLOYMENT STRATEGY FOR SOCIAL MEDIA MARKETING CONSIDERING TECTONIC THEORY

Ivan Demydov, Najm Ahmad Baydoun, Mykola Beshley, Mykhailo Klymash, Oleksiy Panchenko

Abstract


This paper presents authors analytical view on social impacts as targeted advertisement into the network environment using Omori tectonic theory for description the processes of audience response evolution. This could be extremely important and useful in the modern world to realize desirable e-Gov informational policy in the circumstances of hybrid treats emergence that is especially relevant for the informational space and reaching a cyber-supremacy. Some mathematical and algorithmic basics were contributed for narrative description of information and communications technologies (ICT) architectural deployment could be used for outer regulation of audience response character by Social Media Marketing (SMM) principles. That could be performed by controlled distribution of specified digital content that contains respective key phrases, for example social advertisements and analyzing respective feed-backs. Some results of the empiric study of live audience response dependence on controlled impacts are discussed. Election processes data and recent media recordings for preliminary proof of the contributed concept feasibility have been analyzed. There were shown using gathered empiric data sets, that the extent of impacts to targeted audience response intensity could be the subject of outer regulation. The index has been contributed for assessment the efficiency of the impact’s propagation inside the audience by calculation of row correlation of keyword occurrence and audience response intensity. The approaches suggested in the article can be useful both for building effective interactive systems of state-society interaction and for detecting manipulative traits when influencing a specific audience

Keywords


controlled social impact; SMM; ICT; targeted content advertising; e-Gov strategy; cyberspace; tectonic theory

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DOI: http://dx.doi.org/10.21303/2461-4262.2020.001101

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Copyright (c) 2019 Ivan Demydov, Najm Ahmad Baydoun, Mykola Beshley, Mykhailo Klymash, Oleksiy Panchenko

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ISSN 2461-4262 (Online), ISSN 2461-4254 (Print)