The Economy of Impressions: the Potential for Development in the Information Society

The subjects of the research are the formation of the impression economy in modern conditions and the use of its tools in the business strategies of companies. The article finds that a number of factors contributed to the popularization of the concept of the impression economy, the most important of which are the level of development of the information society, the evolution of the consumer, the tougher competition.

The purpose of the work is to show that in the conditions of the information society, the scope of the tools of the impression economy is expanding and favorable opportunities are being created for their use by industrial companies, including the B 2B sector. From the standpoint of the evolutionary approach, the transformation of consumer behavior is shown. There is an increase in consumer activity in the information society in contrast to the pre-industrial and industrial eras. It is revealed that the modern consumer is interested in interactive interaction with the manufacturer. Maintaining an emotional dialogue between the producer and the consumer is facilitated by the use of the tools of the impression economy, which makes it possible to develop the basic principles of customization and personification of the benefits provided to the consumer. The use of the case method allowed us to show that the use of the tools of the impression economy in the form of organizing excursions, master classes, festivals, performances, demonstration shows and other types of interactive interaction helps to attract the attention of consumers, highlight a certain brand from a variety of offers, personalize the product, endow it with personal characteristics through involvement in the action.

Conclusions are drawn that elements of the impression economy are successfully used not only in creative industries typical for its application. The tools of the impression economy can act as one of the ways to maintain competitive positions in the market, and play the role of an emotional communication platform that allows interactive interaction between producers and consumers.

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