The Role of Brand Media in B2B-Communications of Banking in Russia (Evidence From Issues of Sberbank, Alfa Bank and Tinkoff Bank)

Student: Vorotyntseva Ekaterina

Educational Programme: Journalism (Bachelor)

Year of Graduation: 2024

The purpose of this research work is to determine the role of Telegram channel as a part of brand media of a Russian bank aimed at B2B audience. The main hypothesis is that the channels have an image function and are primarily a marketing platform promoting brand interests rather than a neutral social media.

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