Browsing by Author "Martseniuk, Mykhailo"

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    Behavioral and Psychographic Targeting: Specifics of Influencing Consumers
    (OKTAN PRINT, Praha, 2025) Galushko, Olena; Martseniuk, Mykhailo
    ENG: Studying consumer behavior and the factors influencing it is key to developing an effective marketing strategy. Active digitalization is changing consumer psychology and behavior, and is also producing new industrial tools. Targeting allows for focusing on specific consumer segments, making advertising more personalized and relevant, fostering emotional connections with the brand and loyalty, and leading to a shift in mindset. The theoretical foundations of this study include work in psychology and marketing devoted to studying the factors influencing consumer behavior, as well as work in the field of online marketing. This study provides a detailed classification of targeting types, the mechanisms of behavioral and psychographic targeting, a comparative analysis of their status, and their impact on consumers. The synergy between behavioral and psychographic targeting and the benefits of their combined use are substantiated. Ethical issues of data collection and privacy are discussed. Scientific novelty includes systematization and expansion of the classification of targeting types, formalization of behavioral and psychographic targeting goals, and their implementation among consumers. Practical meaning of study includes recommendations for the combined use of behavioral and psychographic targeting to improve the effectiveness of advertising campaigns.