CONFLICTOLOGICAL AUDIT AS A PROGRAM FOR REDUCING THE CONFLICTOGENIC POTENTIAL OF DIGITAL MARKETING

Е. В. Павлова, А. Г. Будрин, А. Н. Сунами

Abstract


The article examines the problem of the lack of marketing tools in the context of the growing conflict potential of the digital world. The authors analyze how, in connection with the commercialization of social networks, changes occur in the relationship between the producer and the consumer, where the latter, with the help of one review, gains power over the reputation of the whole company. In this regard, there is an increasing need, when releasing a product to the market or advertising, to carefully analyze not only the interests of the target audience and legal aspects, but also the social and political environment. Using the conflictological approach of L. Krisberg and K. Boulding and marketing conflict theory by A. Ries and J. Trout, the authors consider the concept of conflict in marketing and identify the main conflict aspects of digital marketing, such as unfair partnership, advertising, social context, compliance with ethical ideas, public perception, competition, digital technologies and artificial intelligence. The authors come to the conclusion that it is the conflictological approach that is needed to level the listed aspects and reduce the conflict potential of digital marketing. As a measure to anticipate possible risks and losses for companies, a program called "Conflict Audit" is proposed, which is based on the collection, analysis and assessment of the target audience, drawing up recommendations on interaction with the consumer based on the data obtained, as well as analyzing the social context, anticipation of possible risks and losses and the creation of a pool of methods for predicting and preventing conflict. Conflict audit is designed to increase the level of financial efficiency of marketing activities by reducing reputational losses and the costs of participating in a conflict with consumers.

Keywords


digital marketing; conflictogenic; risk; conflict audit

References


Smith K. What is digital marketing? [Электронный ресурс].

URL: http://digitalmarketing101.blogspot.com/2007/10/what-is-digital-marketing.html (February 26, 2022).

Deighton J. “The future of interactive marketing”, Harvard Business Review, 1996, no. 74(6).

Chaffey D., Ellis-Chadwick F. Digital Marketing: strategy, implementation and practice, 6th ed. Pearson, 2019.

Теминовская А.А. Анализ применения digital-маркетинга // World science: Problem and Innovation: сб. статей XVII Междунар. науч.-практ. конф.: в 3 ч. Пенза: Наука и просвещение, 2018.

Teminovskaya A.A. “Analysis of the use of digital marketing”, World science: Problem and Innovation: Collection of articles of the XVII International Scientific and Practical Conference: at 3 parts, Penza: Science and Education, 2018. (In Russ.)

Boulding.K. Conflict and Defense: A General Theory, New York, Harper & Brothers, 1962.

Krisberg L., Sociology of Social Conflict, New Jersey, Prentice-Hall, 1973.

Renn O. “Concepts of risk: An interdisciplinary review. Part 1. Disciplinary risk concepts. GAIA”, Ecological Perspectives for Science and Society, 2008, no. 17(1).

Stern L., Sternthal B., Craig C. “Managing Conflict in Distribution Channels: A Laboratory Study”, Journal of Marketing Research, 1973, no. 10(2).

Saxena R. Marketing management, Tata McGraw-Hill Education Private Limited, 2009.

Apple’s longtime supplier accused of using forced labor in China [Электронный ресурс].

URL: https://www.washingtonpost.com/technology/2020/12/29/lens-technology-apple-uighur/ (March 16, 2022).

Райс Э., Траут Д. Маркетинговые войны. М., 2009.

Ries A., Trout J. Marketing Warfare, Moscow, 2009. (In Russ.)

Stacey N., Ellwood P., Bradbrook S., Reynolds J., Williams H., Lye D. Foresight on new and emerging occupational safety and health risks associated with digitalisation by 2025, Luxembourg, Publications Office of the European Union, 2018.

Resolution 2267 Stress at work.[Электронный ресурс].

URL: http://assembly.coe.int/nw/xml/XRef/Xref-XML2HTML-EN.asp?fileid=26466〈=en/. (March 16, 2022).

Мялкина А.Ф., Трушина А.П. Аудит Основных Средств В Организации // Державинские Чтения: Материалы XXII Всероссийской Научной Конференции, Тамбов, 25–26 апреля 2017 года. Тамбов: Тамбовский гос. университет им. Г.Р. Державина, 2017.

Myalkina A.F., Trushina A.P. “Audit of Fixed Assets in an Organization”, Derzhavin Readings: Proceedings of the XXII All-Russian Scientific Conference, Tambov, April 25–26, 2017, Tambov, Tambov State University, 2017. (In Russ.)

Большаков А.Г. Конфликтологический аудит языковой политики российских регионов: задачи и методология // Политическое представительство и публичная власть: трансформационные вызовы и перспективы: Материалы Ежегодной всероссийской научной конференции с международным участием, Москва, 27–28 ноября 2020 года. Москва: Московский педагогический гос. университет, 2020.

Bolshakov, A.G. “Conflictological audit of the language policy of Russian regions: tasks and methodology”, Political representation and public authority: transformational challenges and prospects : Proceedings of the Annual All-Russian Scientific Conference with International Participation, Moscow, November 27–28, 2020, Moscow, Moscow State Pedagogical University, 2020. (In Russ.)

Садартдинова Д.В. Конфликтологический аудит и его классификация // Вестник Науки, 2019. Т. 4, № 6 (15).

Sadartdinova D.V. “Conflictological Audit and Its Classification International Scientific”, Vestnik nauki, 2019, Vol. 4, no. 6 (15). (In Russ.)

Teenage Mutant Ninja Turtles '9/11 poster' pulled [Электронный ресурс].

URL: https://www.bbc.com/news/entertainment-arts-28560042 (March 3, 2022).

Trautmann, S.T., Vieider, F.M. “Social influences on risk attitudes: Applications in economics”, Roeser S., Hillerbrand R., Sandin P., M. Peterson (eds.) Handbook of Risk Theory, 2012.

Top Rank Marketing. Research report “State of B2B Influencer Marketing”, 2020 [Электронный ресурс].

URL: https://www.toprankmarketing.com/wp-content/uploads/pdf/2020-b2b-influencer-report-final.pdf (March 3, 2022).

The 2021 World’s Most Ethical Companies® Honoree List [Электронный ресурс].

URL: https://www.worldsmostethicalcompanies.com/honorees/ (March 24, 2022).

Кирпичева А.В. Стратегическое управление конкурентоспособностью предприятия // Актуальные концепции развития гуманитарных и естественных наук: экономические, социальные, философские, политические, правовые, аспекты: материалы международной научно-практической конференции, Новосибирск, 27 июня 2016 года. Новосибирск: Академия управления, 2016.

Kirpicheva A.V. “Strategic management of the competitiveness of an enterprise”, Actual concepts for the development of the humanities and natural sciences: economic, social, philosophical, political, legal aspects: materials of the international scientific and practical conference, Novosibirsk, June 27, 2016, Novosibirsk, Academy of Management, 2016. (In Russ.)




DOI: https://doi.org/10.31312/2310-6085-2022-17-2-44-60

Refbacks

  • There are currently no refbacks.