EXPANSION OF MARKETING MIX TOOLS THROUGH THE APPLICATION OF REFERRAL MARKETING

Informatization of all areas modern human activity and the rapid development new information communication technologies create favorable conditions for implementation programs operational access to remote material intellectual resources distributed throughout globe. Over past decade social media has changed way people communities organizations share consume from each other businesses. However today have become more attentive recommendations consumption certain goods services. It's becoming increasingly clear that offers significant opportunities engage shoppers especially consumer goods. Examples such in networks include sharing about their products experiences etc. The credibility our study was enhanced by detailed data collection aimed at obtaining a deeper understanding WOM phenomenon based on primary obtained during interviews with marketing company experts secondary analysis large amount (industry reports press releases columns eSports blogs). Using reverse approach we were able ensure set consistent expert this basis interviewee research. As part process asked respondents describe motivational factors behind engagement. main goal multidimensionality effectiveness interaction referral classic mix tools. Applying qualitative methodological article investigates individual attitude consumers behavior networks. Through prism personal brand it is understood tend imitate listen opinion. results help gain knowledge point view involvement communication.