SMM AS A TOOL FOR EFFECTIVE BRAND COMMUNICATION: ANALYSIS OF PRACTICES AND FORMATION OF THE «AVIASALES-LIKE» APPROACH
Section: GENERAL SECTION
Proceedings: MANAGER OF THE YEAR – 2026
Authors:
1.
Voronezhskiy gosudarstvennyy lesotehnicheskiy universitet im. G.F. Morozova
2.
Voronezhskiy gosudarstvennyy lesotehnicheskiy universitet imeni G.F. Morozova
Type:
Сonference article
Pages:
from 46
to 49
Published:
23.07.2026
Subject area:
UDC 353
Language:
Russian
Keywords:
SMM, digital marketing, social networks, brand communications, content strategy, Aviasales, Yandex Market, delivery service in Russia, Mezellini, memes, Aviasales approach, videos, Reels.
Abstract:
The article examines the features of the formation of effective SMM communication using the example of Aviasales practices, as well as analyzes differences in approaches to managing social networks using the example of Yandex Market (conducting with the help of a contractor agency and an in-house model). Special attention is paid to the transformation of brand communication, the role of hypothesis testing and content adaptation to the audience. Based on the case analysis, recommendations are formulated for agencies to build an effective social media presence strategy. The conclusions are supported by the examples of one of the delivery services and the account of the sausage factory Mezellini in Moldova.
The article examines the features of the formation of effective SMM communication using the example of Aviasales practices, as well as analyzes differences in approaches to managing social networks using the example of Yandex Market (conducting with the help of a contractor agency and an in-house model). Special attention is paid to the transformation of brand communication, the role of hypothesis testing and content adaptation to the audience. Based on the case analysis, recommendations are formulated for agencies to build an effective social media presence strategy. The conclusions are supported by the examples of one of the delivery services and the account of the sausage factory Mezellini in Moldova.
Keywords:
SMM, digital marketing, social networks, brand communications, content strategy, Aviasales, Yandex Market, delivery service in Russia, Mezellini, memes, Aviasales approach, videos, Reels.
SMM, digital marketing, social networks, brand communications, content strategy, Aviasales, Yandex Market, delivery service in Russia, Mezellini, memes, Aviasales approach, videos, Reels.
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