Year of Graduation
Messengers for Business: Opportunities and Limitations
Advertising and Public Relations
The problem of using messengers as an instrument of b2c communication between banks and their customers is studied in the research. Recently, in the Russian market of financial services the brand new digital-product was presented as a channel for banks to communicate with their clients. Branded messengers are supposed to be an element of the complex communication model in the relationship system ‘bank-to-user’, thus, the aim of this study is to determine the advantages and risks of integrating branded messengers into banks’ communication scheme. As the result, the research is considered to give the complex analytics of current banks’ campaigns carried out via messengers, find out the opportunities and restrictions of this communication channel, and develop recommendations for Russian banks concerning using messengers as an instrument of business communication.