title: ÐÐ¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¸Ð¹ ÐºÐ¾Ð½ÑÐµÐ½Ñ Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: User-generated content in brand promotion
Creators: name: ÐÐ±Ð´ÑÐ»Ð¼ÑÑÐ°Ð»Ð¸Ð±Ð¾Ð²Ð°, ÐÑÐ¹Ð»Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¸Ð¹ ÐºÐ¾Ð½ÑÐµÐ½Ñ
Ð±ÑÐµÐ½Ð´
Ð±ÑÐµÐ½Ð´-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
ÑÐ¸ÑÐ¼ÐµÐ½Ð½ÑÐ¹ ÑÑÐ¸Ð»Ñ
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ðµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ðµ
PR-promotion
user-generated content
brand
brand communications
corporate identity
social media
special event

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° (UGC) ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð±ÑÐµÐ½Ð´-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹. Ð Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¸ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÑÑÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¾ÑÐ½Ð¾Ð²Ñ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð±ÑÐµÐ½Ð´Ð° Ð¸ ÐµÐ³Ð¾ ÐºÐ»ÑÑÐµÐ²ÑÐµ ÑÑÐ½ÐºÑÐ¸Ð¸, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ¾Ð»Ñ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÑ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¾Ð¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÑ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð¸ ÐµÐ³Ð¾ ÑÑÐ°Ð¿Ñ; Ð¸Ð·ÑÑÐ¸ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ð¸ ÐµÐ³Ð¾ ÑÐ¾Ð»Ñ Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ; Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ UGC Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¾Ð² Â«DysonÂ» Ð¸ Â«OZONÂ»; Ð¾ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸Ð·Ð¾Ð²Ð°ÑÑ PR-ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐµ ÐºÐ°Ð½Ð°Ð»Ñ Ð±ÑÐµÐ½Ð´Ð° Â«ÐÐ¾Ð»Ð¾ÑÐ¾Ðµ ÑÐ±Ð»Ð¾ÐºÐ¾Â»; Ð¿ÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ UGC Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð° Â«ÐÐ¾Ð»Ð¾ÑÐ¾Ðµ ÑÐ±Ð»Ð¾ÐºÐ¾Â»; Ð¿ÑÐµÐ´Ð»Ð¾Ð¶Ð¸ÑÑ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ñ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ, Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð½Ð° ÑÑÐ¸Ð»ÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð°. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð², ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÐµÐ¹ Ð¸ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼, ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ UGC-Ð¿ÑÐ°ÐºÑÐ¸Ðº Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð° Ð¿Ð¾Ð´ÑÑÑÐºÐ½ÑÑÐ° Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ UGC Ð´Ð»Ñ ÑÐºÑÐµÐ¿Ð»ÐµÐ½Ð¸Ñ Ð´Ð¾Ð²ÐµÑÐ¸Ñ Ð¸ Ð²Ð¾Ð²Ð»ÐµÑÑÐ½Ð½Ð¾ÑÑÐ¸ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ Ð±ÑÐµÐ½Ð´Ð°, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¿ÑÐ¾ÐµÐºÑÐ° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð´Ð»Ñ Ð±ÑÐµÐ½Ð´Ð° Â«ÐÐ¾Ð»Ð¾ÑÐ¾Ðµ ÑÐ±Ð»Ð¾ÐºÐ¾Â».
description: This study explores user-generated content (UGC) as a tool for brand communications. The research examines the theoretical foundations of PR promotion, the concept of a brand and its key functions, as well as the role of user-generated content in the marketing strategies of modern companies. Tasks solved in the final qualifying work: define the specifics of PR promotion and its key stages; study the characteristics of user-generated content and its role in brand communications; analyze the use of UGC in the promotion of Dyson and OZON brands; examine the PR strategy and communication channels of the Zolotoe Yabloko brand; conduct an analysis of UGC usage in the promotion of the Zolotoe Yabloko brand; develop a special event concept aimed at strengthening user-generated content in the brands communication strategy. The research is based on the analysis of communication strategies of Russian and international brands, content analysis of social media platforms, empirical research, and the study of UGC practices in the digital environment. As a result of the study, the significance of UGC in strengthening trust and audience engagement in brand communications was highlighted, and recommendations were developed for improving the use of user-generated content, exemplified by the design of a communication campaign project for the âZolotoye Yablokoâ brand.