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Рр. 4 – 9
UDC 332.146
DOI: 10.24412/2071-3762-2025-8338-4-9
Issues of Territory Image Formation: Emphasis on Environmental Well-Being and Public Involvement
Okolnishnikova Irina Yurievna,
Doctor of Economics, Professor, Head of the Department of Service Marketing and Brand Management, State University of Management; 99 Ryazansky Ave., Moscow, Russia
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https://orcid.org/0000-0002-4958-8189
Bondarenko Viktoriya Andreevna,
Doctor of Economics, Professor, Professor of the Department of Marketing, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya str., Moscow, Russia; Professor of the Department of Marketing of Services and Brand Management, State University of Management; 99 Ryazansky Ave., Moscow, Russia
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https://orcid.org/0000-0003-2921-7548
The article examines the issue of a certain passivity of residents in the issue of awareness of the importance of forming the image of the region and direct participation in this process, as well as the lack of awareness by the population of the connection between the ecological well-being of the territory and the construction of its image. This involves carrying out systematic work on a combination of plans to increase environmental well-being, promote the green agenda, and green identity as a significant element of the territory’s positioning. It is concluded that it is necessary to carry out information and communication efforts to increase the level of awareness and civic engagement of the population in terms of forming and promoting the image of the territory, taking into account the parameters of its environmental well-being.
Keywords: image of the territory; territorial marketing; environmental well-being; population; survey; environmental marketing; marketing of the region.
Рр. 10 – 16
UDC 339.138
DOI: 10.24412/2071-3762-2025-8338-10-16
Categories of Influencers in the Context of a University’s Promotion Strategy
Trubnikova Nina Vadimovna,
PhD in philosophy, Associate Professor, Head of the Department of Advertising and Business Communications, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya st., Moscow, Russia
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https://orcid.org/0000-0002-4148-4588
Shlenskaya Viktoria Vladimirovna,
Assistant Professor of the Department of Advertising and Business Communications, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya st., Moscow, Russia
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https://orcid.org/0009-0008-9387-0190
The article discusses the types of opinion leaders that correspond to specific objectives of university promotion. The article translates a scientific approach to solving problems of an applied nature and identifies key types of agents of influence: bloggers, experts, celebrities, as well as internal opinion leaders of the university. It is emphasized that influencers act as reference individuals for applicants and can influence consumer behavior. A system for selecting influencers for university promotion is proposed, based on a model that describes the traditional stages of consumer choice. The empirical material was the results of interviews with experts who have direct practical experience working with opinion leaders, including universities, which allows us to form a holistic picture of the system of choosing influencers, depending on the stage of choice at which the applicant is located. The study revealed that moving towards the final decision-making stage and directing efforts from informing applicants to stimulating action, it is necessary to move from general thematic opinion leaders with large reach to more narrowly focused ones, including experts and teachers. The results of the study and the proposed recommendations provide a systematic understanding of the integration of opinion leaders into university communications, which can be applied by the university’s management, internal promotion structures, or a specific link, such as a communications agency.
Keywords: influencer marketing; opinion leaders; higher education; university image; AIDA; educational marketing.
Рр. 17 – 22
UDC 339.138
DOI: 10.24412/2071-3762-2025-8338-17-22
The main factors reducing the effectiveness of display advertising on the Internet. Counteraction measures
Sheynina Maryana Alexandrovna,
PhD in Economics, Senior Lecturer at the Department of Advertising and Public Relations in the Media Industry, Moscow Polytechnic University; 38 Bolshaya Semyonovskaya st., Moscow, Russia
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https://orcid.org/0000-0002-9646-9473
The purpose of the study is to identify the main reasons for the decrease in the effectiveness of display advertising on the Internet. The high competition of media resources for the audience and the development of advertising technologies on the Internet have brought to the market a large number of fraudulent methods that are used to generate advertising impressions, clicks, and targeted actions. Despite the high level of advertising expenses, advertisers do not use or use insufficient methods of control and verification of advertising campaigns, which leads to a noticeable decrease in the effectiveness of promotion. The author explores the key methods of reducing effectiveness and the reasons for insufficient control by advertisers. As a result of the research, the methods of complex control of an advertising campaign on the Internet are identified and characterized. The article is based on open sources and industrial research data.
Keywords: Internet promotion; fraud; advertising visibility; brand security; advertising effectiveness; Internet communications; media advertising.
Рр. 23 – 29
UDC 339.138
DOI: 10.24412/2071-3762-2025-8338-23-29
Digital Marketing Tools as a Factor in Increasing Business Competitiveness in Virtual Markets
Letyagov Oleg Aleksandrovich,
postgraduate student, A.S. Griboyedov Moscow University; 26 Kosmodamianskaya nab., Moscow, Russia
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https://orcid.org/0009-0007-8027-6515
The aim of the study is to analyze digital marketing and develop a model for integrating its tools to enhance business competitiveness in virtual markets. The scientific contribution lies in a new classification and integration model of digital marketing tools, as well as a comparative analysis of their application in Russia and abroad. The practical value includes applying the proposed solutions to optimize marketing strategies. The research employed methods of system, comparative, and statistical analysis, case studies, and an original method for evaluating effectiveness. As a result, a model was developed integrating SEO, SMM, content marketing, targeted advertising, CPC, email marketing, influencer marketing, and programmatic advertising. Business recommendations were formulated to strengthen competitive positions. It was concluded that comprehensive use of these tools increases competitiveness by 15–30% through improved engagement, conversion, and cost optimization.
Keywords: digital marketing; competitiveness; virtual markets; SEO; SMM; content marketing; targeted advertising.
Рр. 30 – 34
UDC 339.138:338.48:004:330.34
DOI: 10.24412/2071-3762-2025-8338-30-34
The Evolution of Consumer Preferences and the Adaptation of Beverage Companies’ Marketing Strategies in the Digital Age
Kolgan Maria Vladimirovna,
Doctor of Economics, Associate Professor, Professor of the Department of Management and Business Technologies, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0000-0003-2694-5777
Litvinov Anton Aleksandrovich,
graduate student, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0009-0009-6273-8792
With rapid digitalization and an increased focus on sustainable development, the beverage industry is facing the need to rethink marketing strategies. The article examines the key transformations taking place in the industry under the influence of changing consumer preferences, technological innovations and social responsibility. Special attention is paid to the introduction of digital tools (artificial intelligence, augmented reality, social networks), changing the audience’s value orientations, the role of personalization and the importance of environmental friendliness. Examples from the practice of leading global and Russian brands demonstrate how companies integrate digital approaches with cultural and social relevance. The work highlights the need for a balance between innovation, product portfolio manageability, and effective communication in the new digital realities.
Keywords: beverage marketing; digital transformation; personalization; sustainable development; consumer preferences; marketing strategies.
Рр. 35 – 40
UDC 339.13
DOI: 10.24412/2071-3762-2025-8338-35-40
Formation, Key Features and Trends of the Nuclear Medicine Market
Popova Tatiana Sergeevna,
PhD in Economics, Associate Professor, Associate Professor at Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/ 94 Lenin Str., Volgodonsk, Russia
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https://orcid.org/0000-0002-0554-2672
Zubareva Natalia Nikolaevna,
Doctor of Economics, Associate Professor, Director, Head of the Department of Organization, Management and Economics in Healthcare, National Research Medical Center for Rehabilitation and Balneology of the Ministry of Health of the Russian Federation; Moscow, Russia, Novy Arbat St., 32
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https://orcid.org/0000-0002-4872-3377
Zaborskiy Ivan Nikolaevich,
PhD in Medical Sciences, Researcher, A.F. Tsyba Medical Radiological Research Center – branch of the National Medical Research Radiological Center of the Ministry of Health of the Russian Federation; 4, Koroleva St., Obninsk, Russia
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https://orcid.org/0000-0001-5988-8268
The object of research in this work is the nuclear medicine market. Nuclear medicine can be considered as an opportunity to use a «peaceful atom» (radionuclides) for diagnostic imaging and radiation therapy of various diseases. The relevance of the study is explained by the fact that in modern conditions nuclear medical technologies are of particular interest as one of the growth segments of the Russian and global economies, in addition, nuclear medicine is among the most promising areas of healthcare today. The main purpose of the study is to provide a brief overview of the current situation in the nuclear medicine market, describe the main stages of the formation and evolutionary development of this market, identify key trends in it, characterize the main market segments, identifying the market’s inherent features and distinctive features due to the use of specific technologies and the need to comply with strict safety standards. The study revealed that factors such as an annual increase in the number of cancer pathologies, high accuracy of radioisotope diagnostics, continuous improvement of nuclear medicine methods, an increase in the number of nuclear medicine centers, and government support for the industry determine the importance and significance of studying the nuclear medicine market and the processes taking place in it.
Keywords: innovative medicine; medical marketing; medical services; nuclear medicine market; nuclear industry.
Рр. 41 – 46
UDC 339.138
DOI: 10.24412/2071-3762-2025-8338-41-46
Development of an Approach to Assessing Youth Perception of Spiritual, Moral and Patriotic Content in Social Networks in the Context of Import Substitution
Rozhkov Ilya Vyacheslavovich,
PhD in Economics, Leading Researcher at the Institute of Management Research and Consulting, Faculty of Higher School of Management, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/000000021455347X
The purpose of the study is to develop approaches to assessing the perception of spiritual, moral and patriotic (SM&P) content in social networks by young people in the context of changing social media market landscape in the Russian Federation. The article proposes a unified algorithm for assessing the perception of SM&P content in social networks by young people. The content of its main stages and the processes included in them are disclosed. An approach to determining the integral indicator of perception of SM&P content in social networks by young people is proposed. A conceptual model for assessing the indicators of perception of SM&P content in social networks by young people is presented. It is noted that the author’s proposals can be used to develop specialized software aimed at monitoring the perception of spiritual, moral and patriotic content by young people.
Keywords: social media; spiritual, moral and patriotic content; youth; perception assessment; import substitution; neuroexperiment.
Рр. 47 – 52
UDC 659.3
DOI: 10.24412/2071-3762-2025-8338-47-52
The Evolution of Digital tools for International Animation Marketing
Rubailov Nikita Nikolaevich,
postgraduate student, Department of Marketing, G.V. Plekhanov Russian University of Economics; 36, Stremyannyi per., Moscow, Russia
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https://orcid.org/0009-0007-5487-6701
Nikishkin Valery Viktorovich,
Doctor of Economics, Professor, Marketing Department, G.V. Plekhanov Russian University of Economics; 36, Stremyannyi per., Moscow, Russia
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This study is devoted to the analysis of the evolution of digital tools in the international marketing of animation products. Based on theoretical models (4P, 4C, S.A.V.E., 4E) and empirical data, social networks, short video formats, metaverses, AR/VR technologies, and NFT are considered as key areas of digital advancement. To compare their effectiveness, we used case-study methods from leading studios (Disney, Netflix, Animaccord), content analysis of campaigns, and comparative analysis of metrics (CPM, CTR, ROI, engagement). Special attention is paid to the transformation of the classical marketing model in the context of digitalization, which manifests itself in a shift in emphasis from product to experience and from promotion to engagement. The results of the study are summarized in a comparative table reflecting the strengths and weaknesses of each instrument. It has been found that social networks provide maximum reach, short videos have the greatest engagement, AR/VR enhance brand immersion and memorability, metaverses form interactive interaction, and NFTs open up new monetization models with a limited audience and high volatility. The research results allow us to develop practical recommendations for animation studios aimed at optimizing digital strategies and adapting to the dynamic environment of the global market.
Keywords: international marketing; animation industry; digital marketing tools; social networks; metaverse; AR/VR; NFT; marketing strategy; 4P/4C marketing complex; customer experience.