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Owned Media as the Way of B2C Communication of Banking Sector in Russia

Student: Tuzinets Valeriya

Supervisor: Alexander V. Mozhaev

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The present research examines the impact of banks having such a content marketing tool as their own media with different types of content on the audience's desire to interact with these banks. The relevance of the topic is related to the oversaturation of the information space in the modern world, which is why the popularity of using content marketing tools to build communication with the audience by different brands is growing. The aim of the research is to develop a system of recommendations for banks on conducting their own media, focused on B2C relationships. The research methods are quantitative survey and qualitative expert interviews.

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