The Gratifications of Ephemeral Marketing Content, the Use of Snapchat by the Millennial Generation and Their Impact on Purchase Motivation

Ephemeral content has become a vital marketing resource for companies, but its effects have rarely been addressed in academic literature. Through the theory of uses and gratifications (U&G), we explore ephemeral content, the impact of Snapchat use, and their impact on millennials’ purchase motivation. Through an electronic survey of 454 millennial-generation participants, analysed through SMART-PLS, theoretical contributions are presented in identifying modality-based gratifications and interactivity-based gratifications as two additional sources of gratification that generate the modality of Snapchat’s ephemeral content. The study theoretically reflects how much interaction and identification with the medium generates a positive involvement in the audience’s needs, thus explaining its reasons for use.

Inclusive literature as an innovative marketing resource of publishing activities

Inclusive literature as a component of the process of real involvement of people with disabilities in active social life remains out of the attention of researchers. The paper aims to study the state and existing problems in publishing literature for people with disabilities and the use of inclusive topics by Ukrainian publishers. The results were obtained due to the theoretical comprehension of the empirical materials, which were based on a survey of 42 operating various domestic publishing houses. The vast majority of them expressed an understanding of the importance of publishing literature about people with disabilities and accessible editions for them. One-third of those surveyed publishers have experience in publishing inclusive literature. About 24% of respondents have books in accessible formats. They mainly used such publishing or engineering technologies as books with large print, picture-books, and books with pictograms. The study also found that among a few current insurmountable restraining factors of development of inclusive literature is the commercial inexpediency of such projects. The results of this study will contribute to the formation of collective public opinion on the importance of inclusive literature and, consequently, the attraction of the financing of inclusive publications of patrons, sponsors, crowdfunding platforms, etc.

CORPORATE CULTURE AS AN ENTERPRISE MARKETING RESOURCE

Today, one of the main tasks of managing a business is meeting customer needs through the creation of a decent internal environment where employees become loyal and focused on achieving organizational goals. Corporate culture can reasonably be considered as one of the marketing resources of an enterprise, since it plays a huge role in shaping its image, and therefore the degree of consumer loyalty. Then more effective and stronger the internal culture of the enterprise is, that more favorable the image is in the representatives of the marketing environment, and thus the confidence and interest of the potential consumer increases. Corporate culture as one of the major marketing resources is a complex concept that includes many interrelated elements. Competent formation of corporate culture of the enterprise in the market conditions makes it more successful and competitive as it allows to expand their business on market at the expense of high reputation, allows to receive the maximum return from the personnel due to the coherence of its actions and enterprise client orientation. Elements of corporate culture of the enterprise are: corporate style, people, values, history (traditions), norms of behavior, relationships, policy of conducting dialogues with clients, partners and competitors and the personnel unity for achievement of the set goals. The impact of corporate culture on the enterprise effectiveness is determined by the following results: implementation of effective strategies, reputation, image, competitiveness, social efficiency, organizational efficiency and commercial efficiency. Corporate culture as an enterprise marketing resource is an effective management tool in the hands of a manager that can lead the business to success, prosperity and stability. Therefore, in order to ensure the stable development of the enterprise and increase the efficiency of its activity, management needs to invest resources in the formation and improvement of corporate culture. Key words: corporate culture, marketing, values, standards of behavior, corporate style, enterprise.