• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Real-Time Marketing: Newsbreak Integration into Social Media Brand Communication

Student: Tychinskaya Yana

Supervisor: Elena Pronkina

Faculty: Faculty of Creative Industries

Educational Programme: Integrated Communications (Master)

Final Grade: 9

Year of Graduation: 2017

Real-time marketing is a marketing tool, based on the use of the current newsbreak in the formation of social network content. Real-time marketing allows to effectively use the agenda and newsbreak for commercial purposes to build communication interaction in social networks. It allows to overcome infoglut and send a necessary brand information to the audience, increase their engagement. The research problem lies in the fact that the opportunities for real-time marketing are poorly studied, it isn't justified the effectiveness of RTM applying from the point of view of increasing the involvement of users in social networks. Explaining the effectiveness of using real-time marketing in order to increase the audience engagement rate and find the factors that affect this indicator are the main objectives of this research, which were successfully completed.

Full text (added May 15, 2017)

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