Usage of Newsjacking as a Type of RTM-Communication in Social Networks by Brands

The present paper describes the research is devoted to studying the advantages of newsjacking in social networks usage as a type of RTM-communication by brands. The research necessity derived from the fact that despite the information overload of the society, the abundance of advertising, the gradual decrease in media consumption of traditional communication channels by Russians and the increase of Internet and social networks usage, the majority of brands do not consider newsjacking in social networks as effective and engaging communication tactic with consumers. The analysis of theoretical and empirical foundation, statistical analysis of users’ Engagement Rate in RTM-posts by brands of various industries and interviews of experts applying newsjacking in their work allowed to obtain the data essential for prospective assessment of newsjacking usage in social networks of particular brand depending on its category, as well as the usage of this tactic in order to influence and maintain the brand image.