Situational and communication content in the framework of SMM brand promotion in social networks

In the article the authors present the study results of the content use in SMM promotion. Information is given about the types of content, situational and communication contents are considered. The main research method chosen for studying the designated research problem is described – content analysis, as well as its types – non-quantitative and quantitative. Non-quantitative implies the presence of a certain indicator without the use of quantitative metrics, quantitative indicates the frequency identification of quantitative indicators occurrence. The study touched upon the content consideration in the VKontakte social network of three brands: “R. O. C. S. Smart Oral Care” – a brand of oral care products, “Danone Russia” – a Russian division brand of the Danone corporation, “Respect” – a Russian trade-mark, a multi-brand chain of stores for men’s and women’s shoes, accessories. The selection criteria for the study were: community belonging to the Russian brand; daily maintenance of content; the number of subscribers from 30 to 70 thousand. The analysis is accompanied by graphs comparing reactions to situational and communication posts of the above-mentioned brands. At the work conclusion, recommendations are given for SMM managers involved in the preparation of content plans, brands’ content strategies. The authors formulate conclusions about what needs to be done for the most effective promotion in social networks

Key tools for conducting an information audit of a higher education institution

This article focuses on the specifics of conducting a brand audit of a higher education institution (HEI) in a digital environment. The tools and peculiarities of information audit are considered and highlighted. The main advantages, differences and functionality of contemporary automatic media monitoring systems are analysed, with the focus on a number of specialised domestic and foreign closed access resources: Medialogy, Integrum, Public.ru, IQBuzz, Factiva, LexisNexis. The information on the main closed access systems is collected. Public relations and social media marketing performance evaluation indices are described. The analysis of secondary research on university reputation management is made, the results of which confirmed the hypothesis of the article about the importance of working with the media portrait of the university. It is concluded that it is necessary to conduct information audits of HEIs as part of their reputation management

Specifics of perception of images of professions in advertising and public relations

The article сonsiders the peculiarities of perception of public relations and advertising specialists ‘ images by future representatives of these professions. The paper presents the results of a study to identify the Delta perception of images of specialties from students in the field of “Public Relations and Advertising”. For the cumulative assessment of image perception, the method of private semantic differential was applied, using the original scale of perception of the above-mentioned professions developed by the authors. As a result of the research, the distribution profiles of the average values of independent variables were analysed and the specifics of the perception of specialties was revealed. The obtained data can be used to correct these images, as well as formulate recommendations for their improvement

The use of cartoon characters in brand advertising communications

The authors of the article explore how the cartoon characters are perceived in advertising products of famous brands among young people. To study this issue, focus groups were held, in which representatives of the youth audience took part. To demonstrate the stimulus material, 22 characters from animated films were selected (cartoons of the Soviet period, Disney studios cartoons and other foreign cartoons). For a large number of products, especially for children, the use of cartoon characters is logical and relevant in most cases. The level of popularity of Soviet cartoons is quite high, which gives brands the opportunity to use their characters in advertising communications. The most popular are the heroes of foreign cartoons (Disney studios and others). According to the results of the study, it was concluded that the use of cartoon characters in advertising communications of the brand contributes to its successful promotion, makes advertising bright and memorable, such advertising attracts the attention of the target audience and arouses its interest. At the same time, the authors point out that it is impossible to take the character out of the context of the cartoon, his image should be exactly the way people used to see him. In this case, advertising communication will be really successful. The results of the study can be used by brands when promoting goods and services using cartoon characters

Influencer marketing: current trends and prospects

The article examines the influencer-marketing impact in the digital environment as one of the most popular lines of digital communications. The problem is the difficulty in recruiting a relevant blogger for promotional purposes. Methodologically, the study based on two basic psychological concepts: cognitive and interactive. The authors have conducted a critical analysis of scholarly literature and secondary documents and have addressed the concepts of blogger referentiality, identity and consumer identity statuses. The authors proposes and empirically verifies the hypothesis that the decision to buy an advertised product and the identity status of the consumer are interrelated. The empirical study was conducted using the author’s methodological toolkit, including an online survey using the Schneider Personality Survey. Based on the results of the study, recommendations are given for marketers to select bloggers for the target group of 18–24 year olds with different identity statuses in order to build a positive product brand. Suggestions for bloggers to interact with consumer groups with specified identity statuses are provided. Forecasts are given on the development of the influencer-marketing market, the demand for the blogging profession, the effectiveness of including the blogger’s inclusion in the company communications as potential partners, and the relationship between consumer engagement levels and social network

The hemostatic parameters in pregnant women with different types of diabetes mellitus

BACKGROUND: The prevalence of diabetes mellitus (DM) in pregnancy is on the rise. Despite that gestational hypercoagulability is a physiological condition, diabetic pregnancy is associated with a high risk of venous thromboembolic complications (VTEC). There are many surveys related to the hemostatic parameters in non-pregnant women, but studies in pregnant women are not enough.AIMS: To assess the coagulation and vascular-platelet hemostasis parameters in pregnant women with various types of diabetes mellitus, taking into account its correction method. The data were compared with these indicators in women with preeclampsia and healthy pregnant women at the same gestational age.MATERIALS AND METHODS: An observational, single-center, retrospective cohort study was carried out at D.O. Ott ­Research Institute of Obstetrics, Gynecology, and Reproductive Medicine. The study included 1994 pregnant women who presented several groups taking into account the type of DM and its correction method, a group of women with preeclampsia (PE), and healthy women. The analysis of clinical data was carried out at 28–32 gestational weeks from 2012 to 2017. The study’s primary endpoint was taken as indicators of fibrinogen content, prothrombin index, thrombin time, activated partial thromboplastin time (APTT), and international normalized ratio (INR) antithrombin III, D-dimer, von Willebrand factor, and fibronectin. Additionally, the incidence of VTEC during pregnancy and within six weeks after delivery, gestational arterial hypertension, preeclampsia, fetal growth restriction, premature birth, and stillbirth cases was assessed.RESULTS: in pregnant women with various types of diabetes mellitus and preeclampsia, a state of pathological hypercoagulation was observed compared to the control group. These changes were characterized by an increase and activation of the following blood parameters: fibrinogen, the degree and rate of platelet aggregation, D-dimer, homocysteine, von Willebrand factor, and fibronectin. At the same time, the content of antithrombin III was significantly reduced in patients with DM. Correlation analysis established a direct relationship between the range of the studied factors with the degree of glycemic control and the frequency of obstetric complications.CONCLUSIONS: Diabetes mellitus in pregnancy is associated with a hypercoagulation condition and overexpression in the synthesis of endothelial dysfunction markers. Moreover, the severity of these processes depends on the type of DM and the severity of metabolic disorders. In diabetic pregnancy, exceptional attention to coagulation indicators, regular monitoring, and preventive treatment is required in order to improve the perinatal outcomes

The state of the Martian climate

60°N was +2.0°C, relative to the 1981–2010 average value (Fig. 5.1). This marks a new high for the record. The average annual surface air temperature (SAT) anomaly for 2016 for land stations north of starting in 1900, and is a significant increase over the previous highest value of +1.2°C, which was observed in 2007, 2011, and 2015. Average global annual temperatures also showed record values in 2015 and 2016. Currently, the Arctic is warming at more than twice the rate of lower latitudes