Influence of Content Marketing on Users' Perception of the Brand: "Tinkoff Journal" Case Study

Student: Dovzhenok Elizaveta

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

As the theme of content marketing strategy has become very popular, it still raises a lot of questions and problem research in the context of today’s communications between companies and users. The aim of this research is to take a consumer’s approach to the perception of content marketing activity looking at the example of "Tinkoff Journal". The question raised in this paper is about the influence of a content resource of a brand on its perception and image. This is a quantitative research based on a survey and an experiment.

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