A MEDIA PROJECT AS A TOOL FOR PROMOTING A SECOND-HAND BOOK STORE JEL: М31 УДК: 338

Abstract

This article examines the specifics of a media project as a promotional tool for a used bookstore in the modern digital environment. The objective of the study is to analyze the "Lavka Bukinista" media project (aVKontakte group) for its impact on brand promotion and audience growth, as well as to develop proposals for optimizing this tool. The study utilized statistical data analysis, content analysis, audience surveys, and comparative analysis. The results demonstrate the success of the chosen content strategy and its positive impact on audience engagement, as evidenced by the growth of key community metrics. The article identifies promising areas for optimizing the content strategy, taking into account the specific interests of the target audience, and proposes a partnership strategy. It is found that content aimed at satisfying the informational and recreational needs of subscribers is most effective in attracting and retaining audiences. Key factors for the success of the media project are identified, including original presentation, interactivity, regular content updates, and a focus on the interests of the target audience. The role of the media project in shaping a loyal readership and a positive image of the used bookstore is substantiated. The study concludes by emphasizing the importance of media projects for promoting sociocultural objects in the digital space