УДК 330.163

Tetiana Fedorivna LARINA
Doctor of Economics, Associate Professor Head of the department of agrologistics and supply chain management
Kharkiv Petro Vasylenko National Technical University of Agriculture
Candidate of economic sciences (PhD in economics), Associate Professor of Marketing and Management Code, V. N. Karazin Kharkiv National University
Oleksandr Serhiiovych PONOMAROV
Doctor of Economics, People's Deputy of Ukraine

JEL classification: M 37

Abstract. The article is devoted to the analysis of consumer motivation in the digital environment, consideration of its individual aspects and the process of creating incentive motives in the minds of the user through the AIDA model; identifying ways to improve the performance of the AIDA model on an example of an implemented UGC campaign.

The subject of the work is the disclosure of the motives of a typical user in the digital environment, which is recognized as the most promising area of interaction between the brand and the buyer. Particular attention is paid to the study of the specific features of social networks in the context of the emergence of human motivation, methods and ways to improve it within the AIDA model.

Keywords: AIDA, motivation, behavior of a customer, emotions, need, product, social network, content.


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The article was received 11.08.2018