The article is devoted to the analysis of key trends and promising areas of development of content strategies in the fashion industry. The paper examines the dominant trends of the post-pandemic period, such as vertical video formatting and the use of digital influencers as tools for the formation of new visual standards. Particular attention is paid to the semantic content of short video content, including the popularity of educational content, user-generated content (UGC), and humorous formats that enhance audience trust and organic engagement. Based on the analysis of cases of international brands and domestic experience, structural directions of content marketing development have been identified, including the formation of brand communities, the institutionalization of digital avatars and the transition to hybrid models of influencer communications. In conclusion, the article presents the prospects for further development of fashion content based on the integration of technological innovations, personalized storytelling and sustainable visual branding.

Keywords: fashion industry; digital content; digital influencers; AR/VR in fashion; visual trends; content marketing.

JEL Classification: L96, L82

For citation
Simonovich N.N., Akimenko D.V. Content trends in the fashion industry: development prospects. Media: Theory and Practice, 2025, vol. 3, no. 2, pp. 5–10. https://doi.org/10.65324/mtp022

The paper analyzes how contextual advertising and content marketing can be combined in the digital promotion of small businesses. The study is theoretical and draws on analysis and synthesis of academic sources, comparative analysis of Internet marketing tools, and logical-structural analysis of communication models in the digital environment. It shows that contextual advertising provides rapid access to demand-ready audiences, whereas content marketing builds trust, engagement, and conditions for repeat interactions. The findings indicate that isolated use of these tools limits overall performance, while coordinated use within a unified strategy reduces customer acquisition costs and improves communication outcomes. Special attention is paid to performance measurement and legal compliance in online advertising. The paper concludes that an integrated approach is most effective when aligned with sales funnel stages and target audience behavior.

Keywords: small business, Internet marketing, contextual advertising, content marketing, digital promotion.

JEL Classification: L96, L82

For citation
Primak A.M. Features of Using Contextual Advertising and Content Marketing for Small Business Promotion. Media: Theory and Practice, 2025, vol. 3, no. 2, pp. 11–14. https://doi.org/10.65324/mtp023

The modern advertising industry is growing rapidly and is a key force in the industrial market. In 2025, the advertising market’s share of GDP was 0.67%. The industry’s dynamic growth generates the emergence of new advertising formats, increasing the workload of advertising agencies. Currently, the mechanics of advertising agency operations and the provision of objective performance assessments have become significantly more complex, both qualitatively and quantitatively. This study analyzes the role and functions of advertising agencies. The article explores how digitalization and behavioral psychology have influenced the expansion of communication channels. Particular attention is paid to the element of trust between advertising agencies and businesses, a fundamental aspect of their relationships and helping to achieve maximum impact from their investments. The concept of integrated marketing communications (IMC) is discussed, which allows for the simultaneous implementation of several effective marketing tools for consistent brand engagement with the audience. This article analyzes changes in the Russian media market, identifies key challenges, and examines the highly competitive advertising market. It examines government regulations governing advertising and media activities and how they impact the availability of advertising resources. The article cites numerous studies, including AdIndex, as well as an article by expert Maria Anatolyevna Buryak, which summarize and highlight the importance and effectiveness of agencies as conduits between clients and customers, whose activities have long since expanded beyond simple intermediaries.

Keywords: advertising agencies, advertising, advertising campaigns, advertising industry, marketing.

JEL Classification: L96, L82

For citation
Bondareva L.B., Burkov V.Yu., Smirnova A.V. The Role of Advertising Agencies in the Advertising Industry. Media: Theory and Practice, 2025, vol. 3, no. 2, pp. 15–20. https://doi.org/10.65324/mtp024

This article explores role-based design in modern marketplaces. With the rapid digitalization, development of e-commerce, and the growing popularity of marketplaces such as Wildberry, Ozon, and others, graphic elements are becoming important metrics for achieving high sales. The author analyzes current marketplace trends, such as the use of artificial intelligence to create product cards, the role of design metrics in optimizing user experience, and the personal qualities of designers that influence consumer perception and choice. Based on the research, recommendations are provided for visual verification when working with brands on marketplaces. This article will be useful for media researchers, designers, marketing specialists, and business owners selling on marketplaces.

Keywords: marketplace, graphic elements, artificial intelligence, design metrics, A/B testing, online sales, user experience.

JEL Classification: L96, L82

For citation
Velikaya S.A. The Role of Design in Marketplaces Today: Using AI, Design Metrics, and Designer Personality. Media: Theory and Practice, 2025, vol. 3, no. 2, pp. 21–25. https://doi.org/10.65324/mtp025

This article examines the theoretical foundations of event management as an effective communications tool and an independent business model in the context of digitalization in the media business. It analyzes the concept, nature, and classification of events, as well as their role in integrated marketing communications. It explores the specifics of event management in the media business, including the structure of event activities and key business processes. It examines business models in the event industry, monetization formats, and the impact of digital transformation on the development of event marketing. The author argues that a modern event is not simply an organizational form of public activity, but a fully-fledged communications product that creates value for all participants.

Keywords: event industry, event, communication tool, business model, media business, digitalization, monetization, experience economy.

JEL Classification: L96, L82

For citation
Samsonov D.A. Event as a Communication Tool and Business Model in the Modern Event Industry. Media: Theory and Practice, 2025, vol. 3, no. 2, pp. 26–32. https://doi.org/10.65324/mtp026

In the context of the digital transformation of the media market and hypercompetition for audience attention, traditional branding mechanisms are becoming insufficient. This article examines the phenomenon of the executive’s «digital avatar» as a key tool for personalizing a media brand and building trust with the audience. Using the social media accounts of the general director of the Pyatnitsa! TV channel (Instagram, Telegram, YouTube) as an example, a comprehensive content analysis is conducted to identify successful formats, strategies for interactivity, and integration with the channel’s content. A separate section is devoted to the results of a systematic survey of active audiences, assessing the perception of the digital avatar and its impact on brand loyalty. The study proves that a top manager’s personal brand, communicated through social media, becomes a significant asset for a media company, enhancing engagement (ER) and creating an emotional connection that is impossible to achieve through corporate communication channels. The study is based on the work of such scholars as I.N. Molodtsov and and Kaftan V.V., whose works are intended to form a systemic understanding of the patterns of development of the Russian and global media space in the historical and modern context, the principles of functioning of the media economy, the specifics of the formation of various segments of the media space and information markets.

Keywords: media brand, media business, trademark, media industry, content, design, communication.

JEL Classification: L96, L82

For citation
Sharapova Yu.V., Lebedeva E.V. Digital Avatar of the Executive: Mechanisms for Personalizing a Media Company’s Brand on Social Media. Media: Theory and Practice, 2024, vol. 2, no. 2, pp. 33–42. https://doi.org/10.65324/mtp027