Promotion of New Dating Apps by Event and Influence Marketing in Russia

The research is aimed at exploring ways of promoting new dating apps in Russia. The project covers the specific of user's experience of dating apps, limitations that companies face in promoting, peculiarities of event marketing and the use of influencers in communication companies. In 2022 Western brands had to leave the Russian market, so there is a field for local brands to set up a business. That research is actual because of a lack of knowledge on the topic. Brands need to know how they can promote their products for the public to gain an audience in a competitive market by maximising the benefits of their product, while also taking into account the constraints that arise. That research focuses on event marketing strategy and the role of influencers in marketing strategy of dating brands. That academic work has two parts of practice research - qualitative and quantitative. The first part contains the analysis of cases of promoting Russian new dating apps and the second part has an online survey for proving the hypothesis. As a result, we derive recommendations on how to organise events for brands promoting dating apps in Russia, taking into account all the specifics, as well as conclusions on the selection of relevant influencers for their communication campaigns.