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Impact of Real-Time Marketing on Brand Perception by Consumers in Internet

Student: Elena Shutova

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Integrated Communications (Master)

Final Grade: 8

Year of Graduation: 2018

The dissertation is devoted to research of impact of real-time marketing (RTM) on consumer brand perception. Problem of the study consists of a discourse of the reasonability of applying RTM within brand communication strategy on Internet. A lot of factors influence the perception of the real-time content of brand, therefore, the results of the campaigns cannot be unequivocally estimated. In this case, the audience attitude to RTM can motivate the consumer to make a purchaseon the one hand, and can provoke negative brand perception, on the other hand. Determining the level of real-time marketing impact on the consumer allows to draw conclusions about the need to change the communication strategy on Internet by brands. Theoretical propositions, empirical facts and the conclusions drawn from them can become a source of recommendations for creating effective real-time content for brand.

Full text (added May 14, 2018)

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