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Peculiarities of Promotion Approaches in Social Networks by Brands in the Mass-Market Segment and Luxury Goods in Home and Host Markets by the Example of Chanel and H&M in Russia and Europe

Student: Nikita Nekhitrov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

Today, social networks take up a lot of time in people's lives. Advertising promotion through social networks is becoming more popular every day more and more. In order for the company's promotion to be successful, you need to know the features of social networks and be able to use them correctly to get benefits. In this paper, we will consider the Internet and marketing communications, the work of social networks in General, the construction of marketing strategies in social networks, and consider the types of advertising promotion in them. Let's identify the features of promotion in social media for brands from the fashion industry by analyzing the cases of H&M and Chanel. We will analyze the research on the relationship of users to advertising in social networks and its impact on users ' decisions. Based on the results of the research, recommendations will be developed for companies from the fashion industry on how to make their advertising promotion in social networks successful due to the features of these networks.

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