Year of Graduation
Failure of Facebook in Russia as a Tool of Integrated Communications. Analisys
Advertising and Public Relations
This paper is intended to describe Facebook as a tool of promotion that is suitable not for all brands on the Russian market. In particular, it is aimed to determine what kind of audiences brands in Russia should have in order to benefit from representation on Facebook. The author intends to review Facebook groups of fashion brands represented on the Russian market for their major efficiency indicators (reach, number of followers, engagement rate) and discover the audiences of these brands in order to make a correlation between a brand’s Facebook presence efficiency and a brand’s target audience. Regarding future results of the research, the author supposes that recommendations for brands will be provided on defining whether it is worthwhile for them to use Facebook as a promotion platform or not.