Russian Practice of Promoting Food Delivery Services During the COVID-19 Pandemic
https://doi.org/10.21453/2311-3065-2022-10-3-43-52
Abstract
The article discusses the Russian practice of promoting food delivery services during the COVID-19 pandemic. The study is based on the analysis of documents with elements of statistical and comparative analysis. The authors attempted to collect and systematize data on the use of communication tools by business enterprises during the lockdown period. The article presents data from various studies of the food retail market and the delivery of ready-made food in Russia. As a result of this study, the authors come to the following conclusions: (1) websites and applications of delivery services have become the main platforms of interacting with the audience, which in turn have become a separate object for promotion; (2) major market players managed to shape public opinion on delivery services, a new type of consumer behavior and people’s habits through communication. The study also showed an increase of GR in the communication activities of companies during the pandemic. One of the most popular communication tools that ensure the interaction between business and government has become regular offline and online meetings of entrepreneurs and heads of executive power at various levels.
About the Authors
Y. N. Zemskaia
RUDN University
Russian Federation
Russian Federation
Zemskaia Yuliya Nikolaevna – CandSc (Philol.), associate professor of the Department of Advertising and Business Communication of the RUDN University
117198, Russia, Moscow, Miklukho-Maklaya st., 6
V. A. Zosimenko
RUDN University
Russian Federation
Russian Federation
Zosimenko Valeria Arkadyevna – undergraduate student of the Department of Advertising and Business Communication of the
Moscow
E. A. Kuznetsova
HSE University
Russian Federation
Russian Federation
Kuznetsova Evgeniya Alekseevna – CandSc (Philol.), associate professor of the Media Department, the Faculty of Communications, Media and Design,
Moscow
M. E. Shiyan
RUDN University
Russian Federation
Russian Federation
Shiyan Maria Evgenievna – CandSc (Philol.), associate professor of the Department of Advertising and Business Communication
Moscow
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Review
For citations:
Zemskaia Y.N., Zosimenko V.A., Kuznetsova E.A., Shiyan M.E. Russian Practice of Promoting Food Delivery Services During the COVID-19 Pandemic. Communicology. 2022;10(3):43-52. (In Russ.) https://doi.org/10.21453/2311-3065-2022-10-3-43-52
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