Coordination of Marketing Activity in Online Communities

  • Oksana PeleshchyshynEmail author
  • Tetiana Klynina
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1080)


Planning marketing activities in online communities depends on the chosen strategy for using virtual communities.

The active involvement of business representatives in communities is achieved by agreeing on the stylistics of communications and the frequency of discussions with the rules and traditions of online communities. The indicator of the communicative effectiveness of the marketer depends on the reaction of society to marketing activities in the community and allows you to assess the effectiveness of the use of important online communities.

In the case of a large number of important online community and human resource constraints, the challenge is to find the optimal distribution of enterprise representatives among communities. The target function of the task should take into account the importance of the online community and the communicative effectiveness of the performers. The data for determining these indicators and the limitations on optimization tasks are derived from the analysis of online community statistics and the evaluation of marketing commentary discussions.

To coordinate the marketing goals of company management and personal goals of representatives in online communities, it is expedient to use the apparatus of the theory of coordination. Then, the iterative process of distributing online communities involves solving local optimization problems by choosing community implementers to participate in them, detecting the inconsistency of the resulting distributions and removing them by changing the task parameters and implementing coordination impacts.


Online marketing Online community Theory of coordination 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Lviv Polytechnic National UniversityLvivUkraine
  2. 2.National Aviation UniversityKievUkraine

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