• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

Corporate Blogging on Instagram as Part of the Company's PR Strategy

ФИО студента: Matveeva Anastasia

Руководитель: Asya Veksler

Кампус/факультет: Faculty of Communications, Media, and Design

Программа: Advertising and Public Relations (Bachelor)

Год защиты: 2020

New media spaces stimulate the development of new approaches to interaction with the audience and, as a result, contribute to the transformation of PR tools. A prime example is Instagram – the largest and one of the fastest growing social networks that changes the behavioral patterns of the audience. PR communication is transformed from text to visual, changing the usual approach to running a corporate blog on the Internet. At the same time, the changes are so dynamic that the study and implementation of new PR tools in the overall strategy of the company often occurs exclusively at the practical level. To date, the issue of effective use of corporate blog in Instagram for solving PR strategies remains poorly understood. The novelty and practical value of this work is an attempt to highlight the key principles of working with a blog in Instagram as part of the company's PR strategy, with the formation of specific recommendations on tools for different PR strategies. For the empirical part of the work, the following research methods were used: analysis, synthesis, generalization, classification, as well as quantitative and qualitative research: sociological survey, expert interviews, case studies.

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