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Short Video Content in the Promotion of the Gold Apple Store in Social Media: Audience Perception

Student: Stella Balanovich

Supervisor: Yana Erofeeva

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2024

The purpose of this study was to identify the features of using the short video format in the advertising strategy of the Russian retail chain for the sale of cosmetics and perfumes “Golden Apple”. This study characterized the types of short branded content used by Golden Apple in communication with consumers. In my research, I studied online marketing tools and the role of video content in the communications of beauty brands with the audience, conducted a quantitative content analysis to identify the category of content that was most popular with the audience in terms of media metrics, where the control object was selected short videos on the social networks of the Golden Apple, namely VK (VK clips), Youtube (Shorts), Instagram* (Reels) and conducted and analyzed semi-structured interviews with consumers of Golden Apple products to identify strategies for consuming video content on social networks and the formation of practical recommendations for promoting beauty brands on the Internet (field research method). Instagram*-belongs to the Meta company, recognized as an extremist in Russia

Full text (added May 21, 2024)

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