MODERN METHODS OF CONSUMER BEHAVIOR MANAGEMENT USING DIGITAL MARKETING TOOLS IN THE SOCIAL NETWORK INSTAGRAM

Abstract

Introduction. The article provides a thorough study of the transformational processes in managing consumer behavior within the digital ecosystem of the Instagram social network. Against the backdrop of the annual growth in the number of active users and advertisers, the platform sets new global records for reach, leading to hyper-competition for the attention of the target audience. Meta Corporation dynamically adapts to these challenges by regularly implementing technological updates and expanding the functionality of existing marketing tools. The relevance of the study is driven by the objective need for a scientific re-evaluation of approaches to interacting with users, whose decision-making model is becoming increasingly complex under the influence of global digitalization factors and excessive information noise.

Purpose. The purpose of this work is a systematic study of the features of the practical use of new and existing Instagram tools, an analysis of their actual effectiveness within modern behavioral models in the digital space, and the development of original integrated solutions to stimulate business development.

Materials and methods. The information base of the study consists of scientific publications highlighting fundamental changes in consumer preferences and analytical reports on social media functioning. The work employs methods of theoretical generalization to analyze the views of leading researchers on modern influence tools. A detailed comparative analysis of the evolution of consumer behavior models was conducted: from the classic hierarchical AIDA (Attention, Interest, Desire, Action) model and its modification AIDMA (accounting for the Memory factor) to the innovative AISDALSLove model. Special attention is paid to marketing channels such as strategic content marketing, influencer marketing, user-generated content (UGC), targeted advertising, and direct newsletters.

Results. It has been established that before making a final purchasing decision, the modern consumer undergoes a rigorous process of studying reviews, analyzing company landing pages, and verifying product quality through visual content, which confirms the non-linearity of the modern Customer Journey. Based on the comparison results, it was determined that the AISDALSLove model (Attention, Interest, Search, Desire, Action, Like/dislike, Share, Love/hate) is the most relevant for the Instagram environment, as it accounts for the processes of active information searching and subsequent sharing of personal experience, which are critical for social networks. The author has systematized the platform's toolkit and developed algorithms for their integrated application. It is proven that the strategic combination of targeted advertising with influencer marketing and UGC strategies significantly increases the effectiveness of influencing the consumer at each stage of the AISDALSLove model. The practical significance of the results lies in the formation of integrated business solutions that allow not only for attracting new customers but also for transforming them into loyal brand advocates, corresponding to the final "Love" stage.

Discussion. Further scientific research within this issue should be directed toward studying the direct impact of algorithmic changes on Instagram and TikTok platforms on conversion rates within the AISDALSLove model and determining the effectiveness of this model's application. Research on strategies using various sales funnels and external tools (websites, email marketing, search advertising, etc.) is also promising. Measuring the effectiveness of these approaches in practice to achieve positive economic results for companies remains a priority.