IT-бизнес Интернет маркетинг IT business Internet marketing ПРИКЛАДНАЯ ИНФОРМАТИКА / JOURNAL OF APPLIED INFORMATICS Том 10. ¹ 2 (56). 2015 R. Činčikaitė, Vilnius Gediminas Technical University, Vilnius, Lithuania, renata.cincikaite@vgtu.lt D. Kurojedova, Vilnius Gediminas Technical University, Vilnius, Lithuania, darja.kurojedova@gmail.com Successful promotion of the brand in social networks: factor analysis Advertising spreads very fast on social networks, forums and similar communication sites. <...> In 2013, the online social media tools were used by 38.3 per cent of companies, and this number is constantly growing. <...> This article deals with the online marketing, social networking and brand concepts. <...> It analyses specific characteristics of a brand and social networking as well as their significance. <...> Based on the example of the brand Vytautas, the success factors of the brand on social networks are set. <...> The analysis employs the following methods: the biometric Eye Tracking analysis and multiple criteria assessment method. <...> Social networks are one of the fastest-rising tools. <...> Recently in America social media involves 90 per cent of registered teenagers and elderly people — around 80 million members. <...> According to the research company eMarketer, this year approximately 1.61 billion people — more than one-fifth of humanity — at least once a month connected to social networks. <...> Their study reveals that this figure is 14.2 per cent higher than a year ago, while in 2017 social networks will be used by 2.33 billion people. <...> According to the researchers, the number of 1.61 billion accounts for about 22 per cent of the world’s population. <...> Based on the survey conducted by the social networking agency Social MarketF IT-бизнес Интернет маркетинг ast spread of technologies and the Internet encourage users to spend most of their free time on computers, smart ing, about 40 per cent of Lithuania’s population use the social networking site Facebook. <...> The study on the brand on social networks is conducted based on the example of the brand of Birštonas mineral water Vytautas. <...> To conduct the analysis of scientific references on the brand on social networks and identify factors having impact on the brand popularity on social networks based on the brand Vytautas example. <...> Explore theoretical aspects of the brand promotion/awareness in social <...>