Specific Features of Consumer Behavior in Social Media for Content Marketing

Nowadays companies are actively changing marketing budgets for online interaction. Yet, a contradiction is noted. On the one hand, Web 2.0, in particular social media, is transforming traditional models of consumer behavior by adding new variables and at times replacing old relationships and algorithms. But, on the other hand, there are no sufficiently convincing constructs presenting the aspects of consumer behavior in social media that could create efficient marketing programs online. The foregoing defines a problem, its immediacy and the research objective to theorize a consumer behavior model and to shape a content plan for brand communities in social media subject to the main types of consumer behavior. Such approach will allow broadening the subject field of marketing theory, bringing the research of consumer behavior in social media to the nexus with interdisciplinary concepts of behavior, and contributing to marketing practice while facilitating to generate actual and demanded content. The research applies a social media user questionnaire and the form 'Motivation of Consumer Behavior in Social Media' with a sample of 107 people between the ages of 18 and 35. The paper identifies general trends of social media development, reveals the essence of consumer behavior, shapes a content plan for brand communities in social media subject to the main types of consumer behavior.