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Рр. 4 – 8
UDC 339.138
DOI: 10.24412/2071-3762-2025-3333-4-8
Influencer Marketing and Youth Purchasing Behavior
Tatarinov Konstantin Anatolyevich,
PhD in Economics Associate Professor of the Department of Management and Service, Baikal State University; 11 Lenin St., Irkutsk, Russia
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https://orcid.org/0000-0003-2014-0417
Modern companies are often present on social media, but the reach of their posts is severely lacking. In such cases, it becomes advantageous to collaborate with influencers who are authoritative to their surroundings. They command respect from their audience and their positive recommendations are often considered very valuable. Therefore, influencer marketing, by providing a unique way for businesses and consumers to interact, has become an important tool for modern marketers. It continues to evolve and understanding its complexity, functionality and potential can take companies to a whole new level. This article discusses the benefits (broad reach across loyal audiences, personal product storytelling, multi-channel and precision targeting) associated with product promotion through Influencer Marketing and describes the characteristics of influencers and the actions they take. Emphasis is placed on the fact that the younger generation rejects traditional media and associated advertising of goods and services, and the only way for businesses to influence the purchasing behaviour of young people is to collaborate with bloggers recognised as Generation Z. The conclusion is that profitable cooperation with a brand and its ‘apostles’ can only be long-term, and recommendations for such effective cooperation are offered.
Keywords: influencer marketing; influencer; social media; buying decisions; opinion leaders; internet persona; youth; blogger; brand; social media.
Рр. 9 – 19
UDC 332.83 ; 658.8
DOI: 10.24412/2071-3762-2025-3333-9-19
Modern Approaches and Progressive Solutions in the Field of Crisis Marketing in Housing Construction Markets
Volkov Sergey Valentinovich,
Applicant of Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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The purpose of the study was to consider modern approaches in the field of crisis marketing in the housing construction market. The paper presents the author’s model describing the sequence and extent of crisis situations as bifurcation points of marketing activities and strategies of the company within the life cycle. The author’s approach to the study of the necessity and possibility of crisis adaptation of marketing activities and strategies in the housing construction markets includes the following main elements: crises as bifurcation points of marketing activities and company strategy; scenarios for overcoming crises in marketing activities; factors and reasons for the formation of crisis marketing conditions in the implementation of housing construction projects; forms of crisis phenomena in the interaction with the subjects of the marketing system of the construction organisation. The following groups of indices are considered in the article: 1) index of necessity in improvement of housing conditions; 2) index of trust in investments in residential real estate; 3) index of saving behaviour when planning to buy residential real estate; 4) index of consumer trust when planning to buy residential real estate; 5) index of credit mortgage trust.
Keywords: real estate marketing; crisis-marketing; analytical indices; housing construction market; marketing strategy.
Рр. 20 – 25
UDC 339.138
DOI: 10.24412/2071-3762-2025-3333-20-25
Key Aspects of Marketing Strategy Development in the Region (on the Example of the Yaroslavl Region)
Kolesov Roman Vladimirovich,
PhD in Economics, Associate Professor, Deputy Director for Educational and Methodological Work, Financial University under the Government of the Russian Federation; Yaroslavl Branch, 12a Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0000-0001-7337-3578
Nevidina Veronika Sergeevna,
student, Financial University under the Government of the Russian Federation, Yaroslavl Branch; 12a Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0009-0001-3327-5479
The scientific article is devoted to the consideration of the basics of forming the structure of marketing strategy of the subject of the Russian Federation in modern conditions. As a practical basis of the research, the paper uses materials characterising the situation in the Yaroslavl and Nizhny Novgorod regions. The purpose of the study is to substantiate the possible structure of the marketing strategy of the Yaroslavl region based on the analysis of the provisions of the strategic development documents already implemented in the region, regulatory legal acts governing the use of marketing tools in some subjects of the Russian Federation, as well as the experience of using marketing in the activities of such a large domestic company as PJSC ‘Gazprom’. The results of the work may be useful for officials of government bodies in other Russian regions who are engaged in marketing activities.
Keywords: region; marketing; strategy; development; investments; attractiveness; realisation; structure; development.
Рр. 26 – 33
UDC 339.138
DOI: 10.24412/2071-3762-2025-3333-26-33
Soft Drinks Market: Aspects of Legal Regulation and Branding for a New Generation of Consumers
Dzhendubaeva Samira Azamatovna
PhD in Jurisprudence, senior lecturer, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-4671-7480
Berzhanin Denis Alekseevich,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0006-8201-7763
Nasibullina Daria Andreevna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0002-9941-1151
The article is devoted to the research of the soft drinks market and socio-ethical branding strategies. The aim of the work is to formulate recommendations for start-up enterprises taking into account the mentioned trends. The research includes comparative legal analysis of regulatory acts, statistical analysis of marketing agencies and content analysis of manufacturers’ opinions. The results revealed a steady growth of the soft drinks market. Terminological and legal differences between countries that pose risks to international trade are identified. Special attention is paid to the role of design and digital platforms in brand building. Examples of successful strategies demonstrate the effectiveness of combining innovation and social responsibility. The novelty of the study lies in the comprehensive analysis of legal, marketing and ethical aspects of the market and the development of branding and ethical recommendations. The findings highlight the need to harmonise legislation and adapt companies to new generation values such as sustainability, personalisation and social engagement.
Keywords: FMCG; branding; soft drinks; brand image; startups; healthy lifestyle; product design.
Рр. 34 – 37
UDC 658.84; UDC 004.773; UDC 316.276
DOI: 10.24412/2071-3762-2025-3333-34-37
Application of Graph Models in Determining the Effectiveness of Information Dissemination in Social Networks
Sideltsev Vitaly Vladimirovich,
Senior Lecturer of the Department of Organisation and Management of Science-Intensive Production, Deputy Dean of the Faculty of Economics, Service and Management, Omsk State Technical University; 11, Mira Ave, Omsk, Russia
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https://orcid.org/0000-0003-2798-9296
Bogdanchikova Tatiana Vladimirovna,
PhD in Economic, Associate Professor, Associate Professor of the Department of Economics and Labor Organization, Omsk State Technical University, Omsk State Technical University; 11, Mira Ave, Omsk, Russia
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https://orcid.org/0000-0001-6270-6357
The article is devoted to the study of the influence of cognitive aspects of personality on the effectiveness of information dissemination in social networks. The relevance of the work is due to the dynamic development of digital communications that transform marketing strategies and require taking into account the behavioural characteristics of users. The aim of the study is to modify existing models of information dissemination by integrating cognitive parameters. Graph-based models of social networks, including the Barabashi-Albert model, are used as a methodological framework. The modelling results confirm that taking into account cognitive aspects increases the accuracy of prediction and realistic models. The practical significance of the work lies in the optimisation of marketing strategies through content personalisation, as well as in the development of tools to counteract misinformation. The prospects of the research are related to the verification of the model parameters for different types of content and the analysis of the dynamics of cognitive profiles under the influence of external factors. The practical value of the study lies in the optimisation of marketing strategies through content personalisation.
Keywords: social networks; cognitive factors; simulation modelling; echo chambers; content personalisation; information influence; marketing strategies.
Рр. 38 – 42
UDC 339.138
DOI: 10.24412/2071-3762-2025-3333-38-42
Analysis of the External Marketing Environment of the Market of Components for Compressor Equipment
Tyurin Dmitry Valeryevich,
PhD in Economics, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt; Moscow, Russia; Moscow Financial and Industrial University “Sinergia”
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https://orcid.org/0000-0002-9404-8827
Andreeva Yuliya Andreewna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0004-2933-9240
The article studies the external marketing environment of the market of components for compressor equipment. Compressor equipment are units designed to compress air, liquid or gas and their subsequent transfer to devices. Compressor equipment is actively used in industry and is in demand in the downstream market (B2B market). The government policy promoting import substitution stimulates the development of domestic manufacturers of compressor equipment, their entry into international markets. The relevance of this topic is due to the need to develop the domestic market of components of compression equipment, management of sales processes, stimulation of demand. Under the conditions of sanctions, the need to support the production of components for compressor equipment is increasing. The external marketing environment determines the efficiency of industry development, the success of trade activities. The novelty of the study is determined by the use of relevant statistical data, the results of marketing research. The purpose of the study is to analyse the external marketing environment of the market of components for compressor equipment.
Keywords: external marketing environment; components; compressor equipment; spare parts; consumer preferences; sales channels.
Рр. 43 – 47
UDC 339.138
DOI: 10.24412/2071-3762-2025-3333-43-47
A Study of the Attitude of the Young Russian Population Towards Genetically Modified Organisms (GMOs) and Products Based on Them
Bondarenko Victoria Andreevna,
Doctor of Economics, Professor, Deputy Dean of the Faculty of Economics for Research, Professor of the Department of Marketing, Peoples’ Friendship University of Russia named after Patrice Lumumba, 6 Miklukho-Maklaya St., Moscow; Professor, Department of Service Marketing and Brand Management, State University of Management; 99, Ryazan Ave, Moscow, Russia
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https://orcid.org/0000-0003-2921-7548
Gasparyan Artur Vardgesovich,
PhD in Economics, Consultant on crisis management; 113/1 Leninsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0009-1554-4557
Gasparyan Ruslan Arturovich,
student of the College of the Ministry of Foreign Affairs of the Russian Federation; 26 Ozerkovskaya Embankment, Moscow, Russia
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https://orcid.org/0009-0007-6323-6407
GMOs are a complex phenomenon that requires both scientific and societal reflection, as key concerns include their possible impact on human health, as well as risks to biodiversity and ethical issues. Proponents of GMOs emphasise the benefits such as: the potential to create more nutritious and sustainable products, lower food production costs and the potential to address world hunger. The purpose of this study was to examine the attitudes of the young population of Russia towards genetically modified organisms and products based on them. As part of the study, we analysed the existing points of view on the problem under study, clarified the attitude of the young population to GMOs by means of questionnaires, compared data from secondary research and, on this basis, gave basic recommendations on the positioning of products using GMOs. The results help to identify key aspects of public opinion that can be useful in developing strategies for positioning GMO products on the Russian market. Particular attention was paid to respondents’ awareness of GMOs, perceptions of this technology, its benefits and possible risks, and consumer behaviour when choosing products labelled “contains GMOs” or “GMO-free”. The conclusion was that manufacturers need to build communication based on transparency and evidence. Emphasis should be placed on environmental and social benefits to build brand trust.
Keywords: genetically modified organisms; market research; youth consumer behaviour; positioning.
Рр. 48 – 53
UDC 658.8
DOI: 10.24412/2071-3762-2025-3333-48-53
Possibilities of Application of Social Networks in Marketing Strategies of Agribusiness Enterprises (on the Example of the Joint-stock Company ‘Sady Pridonya’)
Derensky Dmitry Igorevich,
Postgraduate student, Department of Economics and Entrepreneurship, Volgograd State Technical University; 28 Lenin Ave, Volgograd, Russia
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https://orcid.org/0009-0004-0544-0897
The article considers the possibilities of using social networks in the marketing strategies of agribusiness enterprises. The number of Internet users, daily audience of social networks, as well as the segment of Internet advertising and marketing were analysed in order to identify the growing role of SMM-strategies for the promotion of products of agribusiness enterprises. On the example of JSC ‘Sady Pridonha’, the use of SMM-strategy in the social network Vkontakte is considered to analyse its effectiveness and identify weaknesses. As a result of the analysis, recommendations are offered to create more meaningful content with an emphasis on advice, feedback and solving consumer problems, as well as to resume the use of social networks such as Telegram and Zen, which will improve product visibility and interaction with the audience. The study concludes that the use of social media in the marketing strategies of agribusiness enterprises is key to effectively engaging with the target audience and tailoring content to their interests.
Keywords: marketing strategies; social networks; agribusiness; Internet marketing; agro-marketing.
Рр. 54 – 57
UDC 338.48:659.1
DOI: 10.24412/2071-3762-2025-3333-54-57
Social Networks as a Tool for Attracting Customers in Tourism Business
Palagina Valentina Borisovna,
Influencer blogger, content writer, opinion leader in travel destination; 32 Borisovskie Prudy st., Moscow, Russia
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https://orcid.org/0009-0002-2461-7622
The relevance of the study is due to the steady growth in the popularity of social networks as a key promotional tool in the tourism industry. In today’s conditions of digital transformation, business entities face the need to optimally use social media to attract customers, increase loyalty, and strengthen competitive positions. However, the choice of effective strategies and resources remains a difficult task due to the diversity of platforms, patterns of consumer behaviour, and their preferences. The purpose of the study is to analyse and systematize existing approaches to the application of social media in the activities of a travel company, as well as to develop author’s recommendations to improve the effectiveness of their use. The work reveals contradictions related to the assessment of the impact of content created by users to attract the audience, with disagreements regarding the use of influencers as a marketing tool. The materials will be useful for marketing specialists, managers of travel companies, researchers studying the impact of digitalisation on business, teachers, students of profile directions.
Keywords: target audience; customer engagement; digitalization; tourism marketing; promotion; social media; tourism business.
Рр. 58 – 60
UDC 339.138
DOI: 10.24412/2071-3762-2025-3333-58-60
Development of a Low-Budget Promotion Strategy for a Children’s Club on the Social Network «VK»
Rozhkov Ilya Vyacheslavovich,
PhD in Economics, Associate Professor, Deputy Head of the Department of Marketing for Scientific Work, Faculty “Higher School of Management”, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Ave., Moscow, Russia
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https://orcid.org/0000-0002-1455-347X
Ovechkin Mikhail Sergeevich,
student Faculty “Higher School of Management”, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Ave., Moscow, Russia
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The aim of the research is to develop a strategy of low-budget promotion of a children’s club in the social network ‘VKontakte’. The article defines the peculiarities of the target audience of children’s club services, reveals the peculiarities of application of low-budget paid promotion tools by children’s club. The scientific novelty of the research lies in the identification of tools that can be applied within the strategies of low-budget paid promotion in the social network ‘VKontakte’. As a result, possible tools for the implementation of low-budget promotion and predictive evaluation of the effectiveness of paid promotion strategy are proposed.
Keywords: strategy; low-budget promotion; “VKontakte”; children’s club; tool; advertising campaign; effectiveness.
Рр. 61 – 64
UDC 339.138
DOI: 10.24412/2071-3762-2025-3333-61-64
Greenwashing as a Manifestation of unfair Marketing
Kononov Alexander Nikolayevich,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobedy st., Belgorod, Russia
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In today’s highly competitive times, some market players use not quite correct methods in their practice of promoting products (goods and services). Such unfair marketing violates the rules of fair competition and contradicts generally accepted social norms. Such unfair methods include distortion of information about the product, hidden payments, fake reviews, psychological pressure, false advertising, manipulative practices, black PR and others. All of them are ultimately aimed at gaining an unjustified advantage over competitors. One of the manifestations of unfair marketing can be considered the creation of advertising content that can be misinterpreted by consumers. The paper will interpret and describe the characteristics of greenwashing as a tactic of ‘pseudo-ecological’ marketing, the purpose of which is to mislead the buyer about the environmental friendliness of the product and its harmlessness to society and nature.
Keywords: eco-initiatives; greenwashing; environmental marketing; manipulation in marketing; consumer behaviour; unfair competition.
Рр. 64 - 68
UDC 339.138; 658.8
DOI: 10.24412/2071-3762-2025-3333-65-68
Image of a Construction Organisation as a Subject of Scientific Analysis
Yusubov Ruslan Latifovich,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0009-0008-5210-7084
This article is a literature review of the authors’ studies of the essence of the image of organisations in the construction industry, its structure, specific features, impact on the competitive advantages of the company and on the financial performance of its activities. The material for writing the article was obtained in open access on the site of the Scientific electronic library ‘eLIBRARY’. The purpose of the paper is to show that for construction enterprises image management is no less important than its management in trade or any other sphere.
Keywords: marketing in construction; image; reputation; construction industry; construction companies; literature review; scientific interest.