The vital issue of the lecture, which was held by Nataliia Letunovska, Associate Professor of the Department of Marketing, was the clarification of the critical characteristics inherent in the responsible behavior of the Internet user. The characteristics of a user looking for information in the field of health were revealed: which websites he or she visits first of all, which social networks he or she refers to, which pages of famous bloggers such a person reads, etc. The lecture included a presentation of the material on the portrait of the target user of health information in the digital environment and a recommended set of marketing tools for informational influence on such a person. The task performed by the students on the segmentation of Internet users by demographic and psychographic characteristics allowed deepening the understanding of the toolkit of diversified influence on different categories of users in the digital environment and to share opinions about the feasibility of using a virtual information environment for the promotion of a healthy lifestyle.
