Digital Communications for Youth in Automobile Sphere: Opportunities and Limitations in Digital

Student: Shvets Valeriya

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The thesis is a study of digital communications in the automotive sector for a youth audience. A study of the perception of young people on existing digital channels. Features of communication between automotive brands and consumers in a pandemic. During the writing of the work, the following tasks were solved: • Describe the various digital communications that are currently on the market. • Identify the current dynamics in the automotive market in Russia. • Determine the channels of interaction with youth in the studied sector based on consumer preferences • Describe possible restrictions on the use of digital communications to create marketing campaigns in the automotive business. • Identify the possibilities of using various digital communications in the automotive sector based on consumer experience.

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