Targeting Online Network Branding of Russian Universities: Scope of Influence on Public Consciousness
https://doi.org/10.26794/2226-7867-2021-11-6-86-93
Abstract
The article presents the results of a media study of the effectiveness of targeting Russian universities’ activities in developing an online brand. The empirical analysis we carried out in two stages. At the first stage, we analysed content characteristics (context, topic, focus, impact technologies) of information media — digital representatives of Russian universities in the format of cognitive mapping. At the second stage, we accumulated social and media streams, which form the online brand of universities of the automated tool. As a result of the analysis of the metrics of digital services, we revealed the coverage of the user audience of universities, the sociodemographic characteristics of its representatives, the specificity of the resonance concerning university online content. Comparison of the structural and behavioural parameters of the user audience of universities in social media determines the effectiveness of the leading Russian groups in targeting target groups in the social media environment.
Keywords
targeting,
university brand,
online network image,
social media presence of the university,
intelligent search for digital markers,
social media analysis,
cognitive mapping
Supporting agencies: The article was prepared based on the research results carried out at the expense of budgetary funds to the Financial University for the state task.
About the Authors
E. V. Brodovskaya
Financial University
Russian Federation
Russian Federation
Doctor of Political Sciences, Professor, Department of Political Sciences, Director of the Centre for Political Studies
Moscow
A. Yu. Dombrovskaya
Financial University
Russian Federation
Russian Federation
Doctor of Sociology, Professor, Department of Political Sciences, Chief Researcher at the Centre for Political Studies
Moscow
V. A. Lukushin
Financial University
Russian Federation
Russian Federation
Research Assistant, Centre for Political Studies
Moscow
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Review
For citations:
Brodovskaya E.V., Dombrovskaya A.Yu., Lukushin V.A. Targeting Online Network Branding of Russian Universities: Scope of Influence on Public Consciousness. Humanities and Social Sciences. Bulletin of the Financial University. 2021;11(6):86-93. (In Russ.) https://doi.org/10.26794/2226-7867-2021-11-6-86-93
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