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Рр. 4 – 10
UDC 339.138: 659.4: 005.745
DOI: 10.24412/2071-3762-2026-8350-4-10
Communication Support for the International Business Forum During the Pre-event Campaign Phase
Shkirman Alina Igorevna,
Independent researcher, Minsk, Belarus
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https://orcid.org/0009-0005-9752-2095
The article examines the communication support for an international business forum at the pre?event campaign stage. The aim of the study is to develop a diagnostic model that links the forum’s business objective, target audiences, media agenda, partner channels, registration route, and evaluation metrics. The novelty of the work lies in considering the pre?event stage as an independent phase in building the reputational credibility of a business event, rather than as a technical period for publishing announcements. The methodological basis of the study is presented through an analysis of Russian and foreign works from 2021–2025 on business events, event marketing, B2B communications, digital engagement, social media, and the assessment of the effectiveness of event campaigns. The study is of a theoretical and methodological nature; empirical verification of the model is left for future work. The results obtained make it possible to describe a pre?event campaign as a managed cycle: audience diagnostics, segmentation, message, channel, registration action, KPI monitoring, and communication adjustment.
Keywords: international business forum; pre-event campaign; event marketing; B2B communications; registration conversion; digital metrics; partner channels.
Рр. 11 – 16
UDC 658.512.23
DOI: 10.24412/2071-3762-2026-8350-11-16
Algorithmic Design as a Method for Designing Variable Systems of Visual Identification
Fedorova Anna Valentinovna,
Associate Professor of the Department of Advertising, Public Relations, and Design, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
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https://orcid.org/0000-0002-8596-185X
Lagutina Maria Alexandrovna,
Senior Lecturer of the Department of Advertising, Public Relations, and Design, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
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https://orcid.org/0009-0000-5359-5907
Mikheeva Lyubov Maksimovna,
student, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
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https://orcid.org/0009-0004-6169-3135
The article is devoted to the analysis of algorithmic design as a method for automating variable systems of visual identification. The transition from static identity to dynamic and parametrically controlled structures is driven by the growing complexity of digital communications, the need to adapt a brand to multiple media channels, and the acceleration of production processes. Based on a theoretical review and a comparative analysis of the MIT Media Lab and MTV cases, it has been revealed that the algorithmic approach makes it possible to formalize the rules for creating visual elements, ensure system consistency, and at the same time preserve variability. It has been shown that algorithmic design performs generative, coordinative, and adaptive functions, without replacing creative design, but serving as a tool for scalable identity management in a digital environment. The result of the study was the development of a four-component model describing the functioning of automated algorithmic systems of visual identity.
Keywords: algorithmic design; visual identification; dynamic identity; generative design; parametric design; brand system; digital branding; design automation; variable logo.
Рр. 17 – 24
UDC 796.075.2
DOI: 10.24412/2071-3762-2026-8350-17-24
Optimizing the Media Rights Sales System for the Football National League: Practical Recommendations
Gorelikov Valery Afanasyevich,
Associate Professor, Sports Marketing Department, MBA, Moscow Financial and Industrial University «Synergy»; 2 Izmailovsky Val, Moscow, Russia
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https://orcid.org/0000-0001-8676-3030
Kripen Denis Alexandrovich,
Manager of TV Rights and Broadcasts at the Football National League (FNL), Moscow Financial and Industrial University «Synergy»; 2 Izmailovsky Val, Moscow, Russia
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https://orcid.org/0009-0006-0192-6181
The aim of the study is to examine the mechanisms for exercising media rights at the international, federal, and regional levels in football, to analyze the possibilities for implementing digital tools, and to propose practical recommendations for achieving commercial effectiveness from the exercise of media rights in the Russian market. The article examines options for realising media rights in second-division football leagues in the leading football markets of England, France, Italy, Spain and Germany. Additional opportunities to increase the profitability of media rights sales through the introduction of digital tools and sales systems are studied. Practical experience in realising media rights in the Russian market is summarised. The scientific novelty of the work lies in analysing the mechanisms for realising media rights at the Russian regional level, the possibility of introducing digital tools and methods to improve commercial efficiency. Based on the results of the study, recommendations are presented that take into account the potential of regional markets, and an assessment is provided of the possible economic effect of implementing proposals that can significantly strengthen the financial position of the Football National League and its clubs.
Keywords: sport; football; media law; sports marketing; commercial effectiveness; digital tools.
Рр. 25 – 33
UDC 339.138:159.9
DOI: 10.24412/2071-3762-2026-8350-25-33
Cognitive Erosion of the Consumer in the Digital Persuasion Environment: a Theoretical Model and Stage-based Typology
Dzhendubaeva Samira Azamatovna,
PhD in Jurisprudence, Lecturer at the Department of Marketing, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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httрs://orсid.org/0000-0003-4671-7480
Krzhatsyan Anait Lernikovna,
student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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httрs://orсid.org/0009-0009-6103-1031
The relevance of the study is linked to a fundamental contradiction in the digital economy: the growing awareness of consumers about persuasion techniques does not reduce their vulnerability. In the context of information overload, personalization, and algorithmic control, classical protection models prove insufficient to explain why knowledge about persuasion techniques ceases to serve a protective function. The goal is to develop and substantiate the concept of consumer cognitive erosion as a process of gradual decline in the critical perception of marketing messages under the influence of factors in the digital persuasion environment. Results: the concept of «cognitive erosion of the consumer» has been introduced and operationalized; a stage model has been developed (Awareness Fatigue Automaticity Vulnerability); a systematic classification of accelerating and decelerating factors and a typology of persuasion techniques based on the degree of erosion risk have been proposed; the asymmetry of the process has been demonstrated – the transition to vulnerability occurs faster than the return to awareness. The practical significance lies in the creation of tools for diagnosing the stage of audience erosion, predicting consumer reactions, developing communication strategies that do not accelerate erosion, and transitioning to ethical marketing based on long-term trust.
Keywords: consumer cognitive erosion; digital persuasion environment; stage model; knowledge about persuasion; cognitive load; consumer vulnerability; ethical marketing; media literacy.
Рр. 34 – 37
UDC 339.138:331.108:061.2
DOI: 10.24412/2071-3762-2026-8350-34-37
The Internal and External Audiences of the People-marketing Department of a Non-profit Organization
Radko Ivan Valerievich,
applicant, Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0005-6451-825X
Romanishina Tatiana Sergeevna,
Doctor of Economics, Associate Professor, Professor of the Departments of Mass Communications and Media Business, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0001-7999-1844
The aim of the study is to clarify the content of personnel marketing in a non-profit organization by distinguishing between internal and external audiences within the People-marketing system. The methodological basis of the article consists of an analysis of scientific literature on non-profit marketing, a secondary analysis of the materials from the author’s dissertation research, a comparative typologization of NGOs, and an interpretation of empirical data on volunteer engagement. The results obtained show that the People element in the non-profit sector cannot be reduced to ful-time staff or a set of volunteers: it forms a personnel and communication loop in which employees, coordinators, participants, volunteers, mentors and ambassadors perform various marketing functions. The scientific novelty lies in presenting People-marketing for NGOs as a two-loop system linking internal community management and external trust-building. It is concluded that there is a need to move from one-off volunteer recruitment to managing their role trajectory.
Keywords: non-profit marketing; personnel marketing; People-marketing; non-profit organization; volunteers; internal audience; external audience; engagement; ambassadors; social impact.
Рр. 38 – 42
UDC 339.138:004.738.5
DOI: 10.24412/2071-3762-2026-8350-38-42
The Concept of Developing a Marketplace as an Integrated Platform Ecosystem
Sayadyan Roland,
Postgraduate Student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0002-2955-6689
The aim of the study is to substantiate the concept of developing a marketplace as an integrated platform ecosystem. During the writing of the article, evolutionary, comparative, and structural-functional analysis of publications about digital platforms, ecosystems, and e-commerce were used. As a result, five stages of marketplace development were identified: an electronic market, an electronic trading platform, a platform model, a digital intelligent system, and an integrated platform ecosystem. The composition of the ecosystem was defined, uniting trade and infrastructure, logistics, financial and payment, algorithmic, communication, and analytical services into a single digital circuit. Scientific novelty: the marketplace is defined as an independent coordinator of interaction, regulating access for seller organizations to consumers through ranking algorithms, product cards, reviews, advertising mechanisms, and marketing analytics. The research results clarify the content of the ecosystem transformation of marketplaces.
Keywords: marketplace; platform ecosystem; digital platform; e-commerce; unified digital circuit; algorithmic ranking; seller organization; marketing tools; platform dependence.
Рр. 43 – 48
UDC 339.138
DOI: 10.24412/2071-3762-2026-8350-43-48
The Role of Modern Media Systems in Shaping the Worldview of Russian Youth
Nguyen Thi Quynh Anh,
student, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
Koshel Vladimir Andreevich,
PhD of philosophy, Associate Professor, Associate Professor at the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
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https://orcid.org/0000-0003-3980-6856
Shkil Nikolai Sergeevich,
Applicant of the Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0009-1667-1443
The relevance of the study is due to the dual role of new media in shaping the worldview of Russian youth: they expand access to information, but at the same time create risks of disinformation and value distortions, which requires systematic analysis and an increase in media literacy to ensure the information security of the younger generation in the context of digital transformation. The article examines the role of modern media systems in shaping the worldview orientation of Russian youth. Special attention is paid to the prevalence of new media systems among young people in Russia, as well as to the extent to which the media influence the formation of their social attitudes. The research results show the degree and main factors of this influence. The author examines both the advantages and the specific features of how young people perceive information when using new media systems to form social views. Based on the data obtained, approaches to shaping young people’s social attitudes are proposed, along with recommendations for specialists working with media content and for the information recipients themselves – primarily young people.
Keywords: new media systems; Russian youth; worldview orientations; social attitudes; digital platforms; social networks; media literacy; public opinion formation; media influence; information security
Рр. 49 – 55
UDC 2964
DOI: 10.24412/2071-3762-2026-8350-49-55
Associative-Flowscape Mapping of Digital Ruble Perception as a Method for Constructing a Polymorphic Communication Model
Chernova Marina Alexandrovna,
PhD in Economics, Associate Professor of the Department of Integrated Communications and Advertising, Russian State University for the Humanities; 6 Miusskaya pl., Moscow, Russia
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https://orcid.org/0009-0004-0977-7227
The article presents an applied marketing study aimed at overcoming psychological barriers and building trust in a new financial product. The author examines the problem of the ambiguous perception of the digital ruble by Russian consumers in conditions of high cognitive load and a lack of practical experience in using it. Traditional linear surveys do not allow capturing the deep-seated, irrational, and emotional patterns that shape trust or rejection of a new financial instrument. A methodology of associative-flow mapping is proposed. Based on empirical data from in-depth interviews with respondents from three psychographic groups, a dynamic semantic model of the digital ruble brand has been constructed. The central concepts and peripheral associations have been identified, and the directions of influence have been analysed using matrices of directed influences. The result is the development of practical recommendations for creating a polymorphic corporate identity and communication strategy that can be adapted to various consumer segments. The novelty lies in the use of non-linear cognitive tools to analyse the perception of state digital currencies.
Keywords: digital ruble; brand identity; associative map; flowgram; nonlinear thinking; personalized differentiated marketing; dynamic semantic model; consumer behavior.
Рр. 56 – 60
UDC 338.24
DOI: 10.24412/2071-3762-2026-8350-56-60
Marketing Approaches to the Development of Electronic Educational Resources in Higher Education
Murtuzalieva Taira Velimagomedovna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Marketing, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia
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https://orcid.org/0000-0001-7762-010X
Sanamyan Elena Igorevna,
PhD in Economics, Associate Professor of the Department of Marketing, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia
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https://orcid.org/0009-0003-2525-2554
Tsvetkova Anna Borisovna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Marketing, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia
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https://orcid.org/0000-0003-0517-9663
The article substantiates the importance of marketing in the processes of creating, promoting, and improving electronic educational resources. The main areas of marketing activity in the field of digital education are examined, including research into the needs of the target audience, the development of a value proposition, the promotion of electronic educational resources, the formation and development of the brand of an educational organization, as well as the assessment of the effectiveness of using electronic educational resources. Special attention is paid to the issues of increasing the competitiveness of higher education institutions in the context of the digitalization of the educational environment. It is concluded that the application of a marketing approach contributes to improving the quality of electronic educational resources, user satisfaction, and the effectiveness of the educational process, ensuring a more complete alignment of educational products with the needs of students and the requirements of modern society.
Keywords: electronic learning resources; higher education; digitalization of education; educational marketing; e-learning; promotion of educational services; competitiveness of the university; quality of education.
Рр. 61 – 69
UDC 339.138
DOI: 10.24412/2071-3762-2026-8350-61-69
Empirical Verification of the Factors Influencing Product Ranking on the Wildberries Marketplace in the Context of International Practices
Sharapova Victoria Olegovna,
postgraduate student, Yuri Gagarin State Technical University of Saratov; 77 Politechnicheskaya St, Saratov, Russia
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https://orcid.org/0009-0003-1471-1858
The aim of the study is to empirically verify the factors influencing the ranking of products in the search results of the Russian marketplace Wildberries, in comparison with international practices. The article examines the ontology of ranking algorithms used by digital platforms; the declared weights of the factors are compared with data from Ozon and Amazon, and then verified on an empirical basis consisting of nearly 3,000 observations for 40 high-frequency queries in one category over a calendar week, using quartile analysis and linear regression. The scientific novelty lies in applying a regression model with standard errors clustered by search query to the data from the search results of the Russian marketplace Wildberries, for which no such empirical verification has been previously conducted in the open literature. As a result, it was established that the key predictors of position are the number of reviews, the FBS fulfillment model, the rating, the price, and the purchase percentage (conversion). It has been shown that the included factors explain only 17.2% of the variation in position, which confirms the dominant role of unobserved parameters.
Keywords: marketplaces; digital economy; ranking factors; search results; digital platforms; e-commerce; conversion; machine learning.
Рр. 70 – 81
UDC 339.13
DOI: 10.24412/2071-3762-2026-8350-70-81
A Study of Factors in Identifying the Image of the Russian National Brand Among Different Consumer Groups
Bondarenko Victoria Andreevna,
Doctor of Economics, Professor, Professor of the Department of Marketing, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia; Professor of the Department of Service Marketing and Brand Management, State University of Management; 99 Ryazansky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-2921-7548
Nogha Vladislava Igorevna,
Assistant Professor of Marketing Department, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0000-0002-7156-5493
The article examines the pressing issue of how Russia’s national brand is perceived in the context of geopolitical instability and sanctions pressure. The aim of the study is to identify the structure-forming factors that shape the image of the Russian Federation among domestic and foreign audiences, based on a large-scale online survey and factor analysis. The results revealed the ambivalence of perception: a high level of cultural and intellectual capital coexists with persistent socio-technological stereotypes. An empirically substantiated triad of key growth points for the national brand has been identified: technological leadership, cultural identity, friendliness, and hospitality. Among the limiting factors, the perception of insecurity, the polarization of assessments of military potential, and the risks of weakening international influence have been identified. Factor analysis has confirmed the significance of technological development, social support, and education as priority areas for rebranding. Based on the data obtained, a communication focus matrix has been proposed, taking into account the differentiated needs of young people, professionals, the older generation, and foreign respondents. The authors conclude that the formation of a renewed national brand for Russia requires a balanced strategy aimed at developing the identified growth points while simultaneously compensating for reputational barriers.
Keywords: national brand; territory branding; Russia’s image; factor analysis; consumer perception; technological sovereignty; cultural heritage; communication strategy; geopolitical context; country’s reputation; audience segmentation.
Рр. 82 - 87
UDC 659.4:378
DOI: 10.24412/2071-3762-2026-8350-82-87
From Mentionability to Subjectivity: a 5D Model for Assessing a University’s Media Capital
Suvorova Sofia Petrovna,
PhD in Philology, Associate Professor at the Department of Advertising and Business Communications, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya st., Moscow, Russia
sofiаThis email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0006-9560-0122
The media activity of Russian universities is considered in this article as an independent marketing asset. The aim of the study is to develop a comprehensive model for assessing a university’s media capital based on PR metrics of an IT system for analyzing the media environment. The typologization of models of media leadership, content?analytical interpretation of media indicators, and comparative analysis form the methodological basis of the study. The scientific novelty of the work lies in the development of a 5D model of a university’s media capital. The proposed model includes five dimensions: visibility, authority, reach, subjectivity, and reputational vulnerability. The research results are of practical significance from the perspective of strategic management of the university’s reputation and brand.
Keywords: university media capital; university brand; marketing communications; PR metrics; reputational risk; media activity of universities; branding in higher education.
Рр. 88 – 93
UDC 658.78.06
DOI: 10.24412/2071-3762-2026-8350-88-93
Factors of Supplier Attractiveness for IT-integrator: Criteria for Choosing a Strategic Partner in the Warehouse Infrastructure Market
Beshanova Daria Alexeevna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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Sun Venchzhen,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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Tarasov Dmitry Eduardovich,
Head of the Laboratory “Digital Technologies in Logistics,” Senior Lecturer at the Department of Logistics, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-6318-4068
The relevance of the study is due to the fundamental transformation of the Russian warehouse infrastructure market against the backdrop of import substitution, the departure of Western vendors, and the explosive growth of e-commerce, which requires IT integrators and equipment suppliers to revise their approaches to partnerships and marketing strategies. The aim of the work is to identify the key criteria for selecting a strategic partner for a WMS (warehouse management system) developer in the domestic rack systems market and, on this basis, to develop marketing strategies aimed at the synergistic integration of equipment and software. The methodology is based on a comprehensive analysis of secondary data, a comparative criteria-based assessment of five Russian shelf manufacturers, a content analysis of their business models, and modeling of partnership selection using the AXELOT company as an example. The results showed that the most attractive partner is a manufacturer with its own factory, a focus on individual projects, and, critically important, the absence of its own WMS solutions, which eliminates conflicts of interest and creates the basis for a joint value proposition of “equipment + software”. The practical significance lies in the fact that the proposed methodology enables IT integrators to minimize transactional and reputational risks when forming partner portfolios, and rack suppliers to identify their own growth points and competitive advantages. Furthermore, the developed marketing strategy directions (transitioning from transactions to long-term partnerships, positioning WMS as an integral component of a “smart” warehouse, joint communications and cross-sales) can be directly used to improve the efficiency of interaction in the rapidly growing warehouse automation market.
Keywords: warehouse infrastructure; WMS; racking equipment; automation; information technology; competitive advantages; logistics; strategic partnership; marketing; marketing strategy.
Рр. 94 - 99
UDC 338.24.01
DOI: 10.24412/2071-3762-2026-8350-94-99
The image of personnel as an object of scientific discourse: systematization of approaches and conceptual models
Ryabyshev Mikhail Vasilyevich,
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 St., Volgodonsk, Russia
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https://orcid.org/0009-0005-7202-4276;
The article examines the image of personnel as a multidimensional construct that integrates the competencybased, sociodemographic, and behavioral characteristics of an organization’s employees. The relevance of the topic is due to the growing role of human capital in ensuring companies’ competitiveness. The aim of the work is to systematize theoretical approaches to studying the image of personnel, to identify its structural components and key factors in its formation. The methodological basis of the study is based on the analysis, synthesis, and systematization of scientific publications available in open repositories, primarily on the eLIBRARY platform. During the work, more than 2,400 sources from the period 2005–2026 were analysed, which made it possible to identify a steady increase in publication activity on the subject matter. The research results are summarised into five substantive blocks: the conceptual framework, structural elements, formation factors, methodological approaches to assessment, and the industryspecific features of personnel image management. Special attention is paid to the model of the relationship between individual and corporate identity, as well as to hybrid diagnostic schemes that combine qualitative and quantitative methods. The author concludes that there is a theoretical gap between the institutional, organizational, and individual levels of analysis of the staff image, which requires the development of an integrative concept. The materials of the article can be used in the formulation of personnel strategies, as well as in teaching disciplines related to personnel management and corporate communications.
Keywords: staff image; personnel marketing; corporate identity; employer reputation; structural components of the image; human capital; individualcorporate identity.