Online Communities as a Tool for Promoting Brands in a Professional Sphere. Case of the Business Class program.

Student: Zokaeva Bella

Educational Programme: Journalism (Bachelor)

Year of Graduation: 2020

Although community management as a tool for promoting brands has existed for many years, it has formed into a separate concept only in recent times. The development of information technology over the past few decades has led to drastic changes in the ways community management is used. The technological shift from mechanical to the digital world has had a profound impact on the behavior of both producers and consumers. Thus, the concept of community management has developed and expanded to the online world. The aim of this research is, therefore, to examine online communities as a tool for promoting brands in a professional sphere. The study is dedicated to the Business Class educational platform.

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