PR activity as a way of forming a positive image of the company
https://doi.org/10.18384/2949-5024-2024-2-53-68
Abstract
Aim. To investigate the dependence of the positive image of the company on the activity in social networks, to develop a strategy for running a social network using entertainment mechanics.
Methodology. The complex use of comparative, formal-logical methods, method of systematization and generalization of the material determine the methodology. As part of the study, the practice of forming the image of the Concern was studied and analyzed.
Results. As a result of the study, the use of entertainment mechanics in social networks has been confirmed to have a positive effect on the formation of the image and impeccable reputation of the Concern. To solve the problem, as well as to attract and retain more subscribers and increase the online reputation of the Concern, a strategy has been developed to improve the management of the VKontakte social network.
Research implications. It consists in a comprehensive review of methods and modern approaches to PR activities; in the development and practical application of the proposed measures and research results by the management of the Concern.
About the Authors
M. A. Lioshina
Russian University of Economics named after G. V. Plekhanov, Smolensk branch; Sevastopol State University
Russian Federation
Russian Federation
Maria А. Lioshina – Cand. Sci (Economics),Assoc. Prof., Department of Management and Customs Affairs
ul. Normandia-Neman 21, Smolensk 214030, Smolensk region
S. A. Shcherbakova
Russian University of Economics named after G. V. Plekhanov, Smolensk branch; Sevastopol State University
Russian Federation
Russian Federation
Svetlana A. Shcherbakova – Cand. Sci (Geography), Assoc. Prof., Department of Management and Customs Affairs; Assoc. Prof., Department of Service and Hotel Business, City Development Institute
ul. Normandia-Neman 21, Smolensk 214030, Smolensk region
ul. Universitetskaya 33, Sevastopol 299053
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