Failure of Facebook in Russia as a Tool of Integrated Communications. Analisys

Student: Veretennikova Anastasia

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2016

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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses