COMMUNICATIONS BEHAVIOR OF RUSSIAN YOUTH AS A TARGET AUDIENCE

The study of youth audience has been actualized in Russia. Such researches are conducted in the context of the worldview of young consumers and their behavior on media platforms. We combined both approaches in order to determine the communication behavior of youth consumer of educational services and the possible recommendations for a communication strategy to promote the university. The aim of our research was to determine the evaluation of the reputation of the Russian university brand by the target audience, the strengths and weaknesses of the education by point of view of the students and the description of the priority of communicative models of information consumption. In December 2016 the authors conducted a survey of the bachelor and master's degree students of the Institute of World Economy and Business of People Friendship University of Russia (RUDN University). The questionnaire consisted of several informative modules, including priority distribution channels of information, the type of content consumed, the dominant interest groups, etc. The results of the survey made it possible to assess the effectiveness of using various dissemination channels for this target audience, the priority of information content, and the idea about the compliance of a media channel to the needs of the audience. At the result of the study there was started the development of corporate communication strategy to improve the organization's reputation in the specific target audience - an audience of consumers of educational products.