Peculiarities of Advertising in Social Networks by Global Technological Startups in Domestic and Foreign Markets by the Example of AirBnB in the USA, Russia and the UK

Student: Tabolov Izmail

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

This master's thesis is devoted to the study of the features of advertising in social networks by global technology startups in the domestic and foreign markets. Using the example of the startup AirBnB, we analyzed advertising in social networks launched in the USA, Russia and the UK, and identified differences in advertising strategies in these countries. The qualitative method - case study and quantitative-content analysis were chosen as the analysis methods. As a result of the analysis, recommendations are formulated for managers of global technology startups who plan to work with advertising in social networks in several countries.

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