Impact on mall traffic via social media

In the context of the active development of the digital environment and the growth of e–commerce, the issue of attracting consumers to physical retail locations (shopping malls) has become increasingly relevant. The competition between online and offline formats is accompanied by a search for effective internet marketing tools to increase the attendance of shopping malls. Purpose — to identify and specify the list of factors influencing the impact of social media on the attendance of physical retail locations. Assuming that the competition between online and offline retail segments will continue to intensify, the authors consider the use of social media as a tool to ensure additional visitor inflow to shopping malls. It is proposed to take into account the social function of offline venues (leisure and entertainment events, family time, etc.), which can create additional points of interest for visiting shopping malls. This approach makes it possible to combine the advantages of digital channels with the benefits of physical stores, thereby increasing the efficiency of marketing campaigns and stimulating visitor growth. The social media campaign conducted increased the attendance of a shopping mall during a major sales event. The scientific significance of the study lies in expanding the understanding of the synergy between internet marketing tools and physical sales. The practical value of the results is the possibility of using the proposed approach for planning and evaluating marketing activities aimed at supporting shopping malls and other physical retail outlets.

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