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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Elizaveta Kalashnikova
The Effects of Blogging on Satisfaction of Users’ Demands: the Example of Beauty Vlogs
Advertising and Public Relations
(Bachelor’s programme)
2016
With the advent of the Internet and the development of the information society communication between brands and consumers has changed, as well as between consumers and consumers. In this paper we examine how and what the needs in the areas of fashion and beauty meet users using video blogging platforms (YouTube, Instagram, etc.). First studied the change of thought regarding mass media influence during the 20th century. The basis of the study accepted the theory of gaining benefit and satisfaction of E. Katz. After studying other scientific works we have been identified for the specific needs of fashion and beauty, as well as ways to meet them. classification of the video was identified in blogs about fashion and beauty, and is correlated with the needs. In a survey of 253 active Internet users, it was found that learning is a prevailing need which respondents satisfied when viewing the beauty-vlogs. The hypothesis has been proved. Along with vlogs platforms, social networks and microblogging are also effective channels to meet the needs in the field of beauty. It was determined that the classic media such as radio, television, print media, as well as concerts, theaters, cinemas, museums and books are less likely to meet the needs of users in the field of fashion and beauty.

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