Oltarzhevskiy D. Corporate media as a tool of social communications. - Manuscript.

This particular dissertation is the first Ukrainian comprehensive scientific research, dedicated to the corporate media - especially the kind of media that operate as a part of business organizations and serve to provide information support on its principal activities. The work consists of three parts. In the first chapter, the author takes the conceptual model, typology and functioning defines a special place of corporate periodicals in the social communications, establishes relationship with other areas of information activities and public interest. The second part deals with the methods of corporate periodicals functioning. Using practical examples, the author analyzes the media, examines the problem of naming, titles, topic trends and various categories of corporate media, the usage pattern of full genre palette. The third section of this scientific work demonstrates various approaches to determining the effectiveness of social communication tools. This research is based on the analyzed theoretical-methodological and empirical materials developed and presented by its own model of evaluating the effectiveness of branded media, including built on sociological methods: surveys of the target audience, expert opinion, content analysis, and special methods of determining the quality characteristics of media content.