Main Article Content



The COVID-19 pandemic has dramatically changed lives of much people. It has accelerated the process of digitization. Consumers are now much more likely to shop online than before, with more and more people using the internet as their main source of information, entertainment and growing. A strong marketing strategy in social networks will include the process of finding new features and channels, as well as the rapid creation of new content for them. Now more than half of the world's population is present on social networks. It was analysed the main features of pandemic period. It was indicated digital audience around the world. It was detected digital’s role in helping people during COVID-19 pandemia. It was analysed the using of social media for brand research. It was compared Instagram, LinkedIn and Tik-Tok advertising audience during pandemic period. Also it was defined WhatsApp usage across regions. It was structured the expecting to shop online between people from different age group.It is important to understand how people use different technologies. It is worth investing in technology that can adapt and change over time, especially given the uncertainty surrounding the COVID-19 pandemic.

Article Details

Author Biographies

Volodymyr NESTERENKO, Sumy State University

PhD student, 

Sumy State University,

Sumy, Ukraine

Anna ROSOKHATA, Sumy State University

PhD (Econ.),

Sumy State University,

Sumy, Ukraine

Liubov SYHYDA, Sumy State University

PhD (Econ.), Associate Professor,

Sumy State University,

Sumy, Ukraine

Anastasiia MOSKALENKO, Sumy State University

Applicant for Higher Education,

Sumy State University,

Sumy, Ukraine


Попова Н. В. Маркетингові комунікації : підручник / Н. В. Попова, А. В. Катаєв, Л. В. Базалієва, О. І. Кононов, Т. А. Муха. Харків: «Факт», 2020. 315 с.

Король І.В. Маркетингові комунікації: навчально-методичний посібник. Уманський державний пед. ун-т імені Павла Тичини. Умань : Візаві, 2018. 191 с.

Братко О.С. Маркетингова політика комунікацій: Навчальний посібник. Тернопіль: Карт-бланш, 2006. 275 с.

Мельник Ю.М., Сагер Л.Ю., Ілляшенко Н.С., Рязанцева Ю.М. Класифікація основних форм та видів маркетингових інтернет-комунікацій. Маркетинг і менеджмент інновацій. 2016. № 4. С.43-55.

Летуновська Н. Є., Хоменко Л. М., Люльов О. В. та ін. Маркетинг у цифровому середовищі: посібник / підручник / за ред. Летуновської Н. Є., Хоменко Л. М. Суми: СумДУ, 2021. 259 c.

Литовченко І.В. Інтернет-маркетинг. Навчальний посібник. К.: Центр учбової літератури, 2011. 332 с.

Основи інтернет-маркетингу. Частина 2 : навчальний посібник / Н.Р. Кордзая. Херсон: Олді-плюс, 2018. 164 с.

Letunovska, N. Ye., Saher, L. Yu., and Syhyda, L. O. “Formuvannia stratehii vyperedzhaiuchoho innovatsiinoho rozvytku v umovakh Industrii 4.0“ [Formation of the Strategy of Forward-Looking Innovative Development in Industry 4.0]. Ekonomichnyi analiz. 2019.

Syhyda, L. O. “Industriia 4.0 ta yikh vplyv na krainy svitu“ [Industry 4.0 and its Impact on the Countries of the World]. Ekonomika ta suspilstvo. 2018. http://www.

Bilan, Y., Pimonenko, T., and Starchenko, L. “Sustainable business models for innovation and success: Bibliometric analysis“. E3S Web of Conferences, 2020. DOI: 10.1051/e3sconf/202015904037

Vasilyeva, T., Kuzmenko, O., Kuryłowicz, M., & Letunovska, N. (2021). Neural network modeling of the economic and social development trajectory transformation due to quarantine restrictions during COVID-19. Economics and Sociology, 14(2), 313-330. doi:10.14254/2071-789X.2021/14-2/17

Müller J. M., Buliga O., Voigt K.-I. Fortune favors the prepared: How SMEs approach business model innovations in Industry 4.0. Technological Forecasting and Social Change. 2018. Vol. 132. P. 2–17. DOI:

Shvindina H. Coopetition as an Emerging Trend in Research: Perspectives for Safety & Security. Safety. 2019. Vol. 5. No. 3.

Yang, C., Kwilinski, A., Chygryn, O., Lyulyov, O., Pimonenko, T. (2021) The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels. Sustainability, 13(24):13679.

Letunovska, N., Lyuolyov, O., Pimonenko, T., & Aleksandrov, V. (2021). Environmental management and social marketing: a bibliometric analysis. In E3S Web of Conferences (Vol. 234, p. 00008). EDP Sciences.

Kwilinski, A., Vyshnevskyi, O., & Dzwigol, H. (2020). Digitalization of the EU Economies and People at Risk of Poverty or Social Exclusion. Journal of Risk and Financial Management, 13(7), 142.

Rosokhata A., Khomenko L., Jasnikowski A., Dmytruk K. (2021). Methodical Tools Research of Place Marketing Via Small and Medium Business Development. Modern Economics, 29(2021), 156-162.

Khomenko L., Saher L., Letunovska N. and Jasnikowski A. Segmentation as a base for digital marketing strategies in blood service: A cluster analysis for classifying healthy regional subjects. International Interdisciplinary Scientific Conference “Digitalisation and Sustainability for Development Management: Economic, Social, and Ecological Aspects” 2021 (DSDM – 2021): тези доповідей. Лондон: E3S Web of Conferences 307, 03001 (2021).

Как COVID-19 изменил интернет и нас – соцсети и онлайн-ритейл после пандемии. 2021.URL: [in Russian]. Дата звернення: 01.12.2021

Мурман К., Маккарти Т. COVID-19 и SMM-стратегия: 10 советов маркетологам. 2021. URL:[in Russian]. Дата звернення: 01.12.2021

Смит Т. Моментальный отчет Сравнительного анализа: Отслеживание влияния COVID-19 на обслуживание клиентов. 28.08.2020. URL: [in Russian]. Дата звернення: 01.12.2021