Communication Strategy of Shopping Centers in the Context of the Spread of Online Retail

Student: Kochneva Natalia

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

With the development of technology, consumer behaviour has changed, and shopping malls need to look for new communication approaches to interact with a young audience to continue to exist and make a profit. The purpose of the research is to formulate a shopping center’s communication model to attract a new generation Z to offline retail. A case study method and a survey were chosen for the study. The first method of research involves comparing two super-regional shopping malls using 5 criteria. The survey is conducted among young people born between 1995 and 2010 and living in Moscow and the Moscow Region. Based on the data obtained, a communication model for the shopping center to attract young people was drawn up.

Full text (added May 17, 2020)

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