title: PR Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð¼Ð¸Ð´Ð¶Ð° ÑÑÑÐ±Ð¾Ð»ÑÐ½Ð¾Ð³Ð¾ ÐºÐ»ÑÐ±Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¤Ð Â«ÐÐµÐ½Ð¸ÑÂ»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: PR in social networks as a tool for image formation of a football club (using the example of fc Zenit)
Creators: name: Ð¤Ð¸Ð»Ð°ÑÐµÑÐ¾Ð²Ð°, ÐÐ»ÐµÐºÑÐ°Ð½Ð´Ñ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: 2024
Subjects: PR
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
social media marketing
ÑÑÑÐ±Ð¾Ð»ÑÐ½ÑÐ¹ ÐºÐ»ÑÐ± Â«ÐÐµÐ½Ð¸ÑÂ»
Ð¸Ð¼Ð¸Ð´Ð¶.
social networks
football club Zenit
image

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description: The aim of the study to develop principles for the successful implementation of a PR campaign for the Zenit football club and analyze their application in practice. The study was carried out on the basis of the football club JSC FC Zenit. Research subject: social networks of the football club Zenit-2. Research methods: analysis, forecasting, classification, observation, comparison. The main results of the study: â mastering the theoretical foundations on the topic under consideration; â analysis of the market for social networks of football clubs in Russia; â consideration of positive and negative examples of PR campaigns in social networks of football clubs; â development of a set of measures for successful promotion on social networks; â application of the developed principles in practice and proof of their effectiveness. Application field: marketing communications of football clubs. The scientific novelty of the study is the development and analysis of the applicability of the authorâs principles for conducting PR campaigns in social networks of football clubs. Information technologies statistics from VKontakte, and a service for analyzing social networks LiveDune were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.