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Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Margarita Ignateva
Specificity of Brand Journalism as a Tool for Promoting Products and Services
Journalism
(Bachelor’s programme)
2016
The paper is an attempt at examination of brand journalism as an experience of brand communications expansion in conditions of communication convergence.

The main research question could be framed as follows: is brand journalism an effective tool for brand communication?

To answer, I collect and discuss approaches to the definition of brand journalism, propose typology of brand journalism according to various criteria and explore domestic and foreign experience of brand journalism. In addition, in this paper we consider the ethical aspect between journalists to brand journalism.

The results are intended to enable me to determine the brand journalism as an effective tool for expanded and trusted brand communication with the audience. Current study is reconnaissance and I believe it could stimulate other researchers to pay attention to the issue and deepen its study in future research.

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