SCIENTIA FRUCTUOSA最新文献

{"title":"Вебсайт у цифровому маркетингу","authors":"Т. М. Янковець","doi":"10.31617/1.2023(150)06","DOIUrl":"https://doi.org/10.31617/1.2023(150)06","url":null,"abstract":"Для підвищення ефективності цифрового маркетингу та діяльності підприємства в цілому важливим є покращання користуваць­кого досвіду у взаємодії споживачів із сайтом, що стає можливим при поєднанні техніко-технологічних та маркетингових аспектів в процесі розроблення вебсайту на всіх його етапах. Вебсайт віднесено до ключового стратегічного активу цифрового маркетингу підприємства, використання якого дає змогу виконувати фінансові й нефінансові (імідже­ві, репутаційні) завдання та досягати стратегічних цілей маркетингу й бізнесу, а також підвищувати ефективність діяльнос­ті підприємства загалом. Метою статті є обґрунтування етапів розроблення вебсайту як ключового стратегічного цифрового акти­ву підприємства в сучасних умовах; визна­чення заходів, спрямованих на підвищен­ня ефективності роботи сайту та покращан­ня користувацького досвіду для залучення і збіль­шення трафіку цільових споживачів. При проведенні дослідження використано загаль­но­наукові методи аналізу та синтезу, сис­темно-структурного аналізу, порівняння, сис­тем­ний, логічного узагальнення. Обґрун­то­вано основоположну роль вебсайту в реалі­зації стратегії цифрового маркетингу під­при­ємства. Охарактеризовано ключові ти­пи сайтів: лендинг, лонгрид, сайт-візитка, сайт-каталог, інтернет-магазин, блог, інформацій­ний портал; визначено їхні особливості та умови застосування. Систематизовано стра­те­гіч­ні цілі та завдання основних типів сайтів. Основними етапами розроблення веб­сайту як стратегічного активу цифрового маркетингу підприємства з орієнтацією на споживача є: постановка мети створення та функціонування сайту; розроблення технічного завдання і прототипу сайту; UХ/UІ-дизайн; кросбраузерне й адаптивне верстан­ня; налаштування системи управління сай­том та програмування додаткових модулів; напов­нення сайту контентом та внутрішня SEO-оптимізація; вибір хостингу та домену; встановлення кодів вебаналітики; запуск та спліт-тестування сайту. Охарактеризовано евристики Нільсена для покращання користу­вацького досвіду та наведено приклади їх застосування. Обґрунтовано взаємозв’язок та синер­гічну взаємодію сайту та інших інструментів цифрового маркетингу.","PeriodicalId":115856,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"369 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124627898","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Методи оцінки міжнародної конкурентоспроможності ІТ-сектора","authors":"Тетяна Мельник, Єлизавета Завгородня","doi":"10.31617/1.2023(150)07","DOIUrl":"https://doi.org/10.31617/1.2023(150)07","url":null,"abstract":"Уряди країн, суб’єкти комерційного та некомерційного секторів національної економіки повинні визначити пріоритетність оцінки конкурентоспроможності ІТ-сектора, щоб максимально використати його потенціал для сталого розвитку. Метою дослідження є огляд та систематизація існуючих наукових та галузевих підходів до оцінки міжнародної конкурентоспроможності секторів/ галузей національної економіки з подальшою розробкою та пропозицією методу для комплексної оцінки та порівняння міжнародної конкурентоспроможності ІТ-секторів різних країн. Для написання статті використано такі методи дослідження: огляд наукових джерел та узагальнення існуючих підходів з оцінки міжнародної конкурентоспроможності галузей/секторів національної економіки, порівняння та систематизація існуючих підходів до оцінки цифровізації національної економіки (дотична тематика дослідження), графічний (табличний) – для візуалізації результатів проведеного огляду. Проаналізовано наукові та галузеві підходи до оцінювання міжнародної конкуренто-спроможності галузі/сектора національної економіки. Встановлено, що варіації RCA індексів не підходять для оцінки міжнародної конкурентоспроможності ІТ-сектора, оскільки не враховують низку критичних аспектів, наприклад, інновації, технології, ІКТ-інфраструктуру, людський капітал, відмінності в функціональності та характеристиках цифрових продуктів і послуг тощо. Результати аналізу цифрових рейтингів від свідчать, що більшість з пропозицій зосереджуються на загальній оцінці цифрової готовності національних економік, що ускладнює використання результатів досліджень для оцінки міжнародної конкурентоспроможності ІТ-сектора. Запропоновано композитний індекс міжнародної конкурентоспроможності ІТ-сектора (ITSIC), нац-ілений на оцінку цифрової інфраструктури, людського капіталу, інноваційного потенціалу в ІТ, сприятливості ділового середовища та ступеня інтеграції ІТ-сектора країни до глобального цифрового середовища. Проте для авторського підходу характерні певні недоліки, зокрема суб’єктивність у відборі та зважуванні показників, спрощення та ігнорування контексту ІТ-секторів або регіонів, а також нечутливість до динамічних змін в ІТ-секторі.","PeriodicalId":115856,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129233208","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The consumers’ behavior as a driver of retail trends","authors":"Yuliia Biliavska, Nelya Mykytenko","doi":"10.31617/1.2023(149)02","DOIUrl":"https://doi.org/10.31617/1.2023(149)02","url":null,"abstract":"Under the conditions of unprecedented war­time social and economic upheavals, restarting activities is considered not just as a factor in the development of modern trade enterprises, but as an indispensable condition for their survival in extreme reality. Adapting to new realities in the field of trade is possible only on the basis of under­standing the changes taking place in Ukrainian society. The aim of the article is to identification of determinants of consumer behavior that gene­rate key trends in retail development under war­time conditions. General scientific methods of analysis and synthesis, deduction and induction, logical generalization, systematization and com­parison, SWOT analysis were used in the paper. The state of retail development under the condi­tions of martial law in Ukraine was studied in the context of modern threats and opportunities, strengths and weaknesses. In order to form an idea of modern retail trends, consumer behavior in retail was studied from various angles and a range of problems that concern the modern consumer were outlined. The characteristics of goods for which the buyer is ready to overpay and consumer priorities in favor of purchasing domestic goods have been identified. The methods of delivery of goods acceptable to buyers and the attitude of Ukrainians to new brands have been determined. A change in the emphasis of consu­mers in favor of cheaper goods, an increase in rationality in the purchase of goods and a shift in consumer expectations from trade enterprises in the direction of socially responsible behavior were noted. The complex realities of war caused colossal damage to retail activity in Ukraine, but at the same time – opened a portal of oppor­tunities for its transformation in the direction of awareness and consideration of modern deter­minants of consumer behavior, establishment of a constructive dialogue with the consumer and effective response to current market challenges.","PeriodicalId":115856,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"35 4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123237595","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social banking in post-war reconstruction","authors":"Serhii Savluk, Andriy Dubas","doi":"10.31617/1.2023(149)01","DOIUrl":"https://doi.org/10.31617/1.2023(149)01","url":null,"abstract":"Deep economic crises caused by wars, epi­demics, earthquakes and other cataclysms re­quire the creation of an effective financial mechanism for the recovery of the economy as a whole, as well as private households and indi­vidual businesses in particular. Today, a scien­tific search for the formation of such financial recovery systems is being carried out. This also applies to the effective mechanism for restoring the property of citizens and their private enter­prises. For Ukraine, it is necessary to form a mechanism for the reconstruction of private pro­perty as soon as possible. Therefore, the purpose of the article is to determine the main problems and trends of modern micro-financing of house­holds and private businesses, as well as to build an understanding of the architecture of social ban­king as a tool for financing their recovery after the war and other socio-natural disasters. To achieve it, general scientific methods of cognition are applied: analysis and synthesis, induction, deduction, comparison, historical, systemic app­roach and generalization. The war in Ukraine, epidemics, earthquakes and other cataclysms require the creation of a special mechanism for restoring households. This mechanism should both take into account the financial capabilities of the recipients of funds for at least partial return, and create guarantees for investors regarding the targeted and rational use of their donations. Banks and non-bank financial institutions can be­come such a \"financial bridge\" based on a modi­fied model of microfinancing, which can be called a model of \"social banking of recovery\". It has been established that the model of \"social ban­king for recovery\" can be implemented on the basis of block chain: investors (social stakehol­ders) – banks (managers of recovery funds) – reci­pients (households, volunteer organizations, etc.) – controllers. An important role is assigned to banks, which calibrate the recipients of funds depending on their financial potential, both for making decisions on granting grants or quasi-loans with partial repayment, and for issuing standard loans with a low interest rate.","PeriodicalId":115856,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121523230","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Reporting on sustainable development in the context of corporate social responsibility","authors":"H. Umantsiv","doi":"10.31617/1.2023(149)05","DOIUrl":"https://doi.org/10.31617/1.2023(149)05","url":null,"abstract":"Strengthening the social responsibility of business entities and increasing the level of busi­ness information transparency requires repor­ting on the dynamics of the economic, ecolo­gical, social and other aspects of its influence on the course of social and economic processes of social development based on the conduct of busi­ness activities. The aim of the article is to high­light the current trends and perspectives of companies reporting on sustainable develop­ment in the context of the implementation of ESG strategies in process of global challenges. To achieve it, systemic and institutional approaches have been used; dialectical, analytical, synthesis and comparative methods; method of genera­lizations, unity of historical and logical appro­aches. It was revealed that in Ukraine, the pro­vision of sustainable development is at the stage of formation and standardization in the imple­mentation context of EU legislation. Features of sustainable development reporting for Ukrai­nian companies included information on the impact of war on their activities and contribution to overcoming social, humanitarian and environ­mental consequences during the period of 2022. It has been established that the organization and maintenance of effective non-financial reporting is an important prerequisite for providing infor­mation about the impact of companies’ activities on the economy, ecology and society in general through informing about the implementation of sustainable development goals. The spread of the practice of reporting on sustainable development in Ukraine requires the improvement of theore­tical, conceptual and methodological approaches to justify the directions of disclosure of the specified information by companies in the context of the European integration of our country.","PeriodicalId":115856,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125365917","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"European principles of integrated reporting of socially responsible business","authors":"S. Semenova","doi":"10.31617/1.2023(149)07","DOIUrl":"https://doi.org/10.31617/1.2023(149)07","url":null,"abstract":"Implementation of the European principles of accountability, publicity and transparency of business, corporate reporting regulations and social responsibility practices in Ukraine is important for the dissemination of European values in the business environment, realization of the progressive impact of corporate social responsibility on sustainable development of so­ciety, strengthening of European integration processes, expansion of the business worldview and integrated thinking. The purpose of the article is to highlight the principles and prac­tices of integrated reporting of socially respon­sible business in the EU for their implementation in Ukraine. The research methodology is based on a systematic approach, comparative analysis, analogy, synthesis, induction and deduction, and assessment of corporate social responsibility reporting practices and principles. The analysis of key international standards, frameworks, and guidelines allowed us to identify a significant list of principles and requirements for corporate social responsibility disclosure. The difference in the recognition of principles in different regulatory and guiding documents depends on the emphasis, focus and attention to certain aspects of information disclosure. The most com­mon principles in international practice are materiality, completeness, stakeholder engage­ment, comparability, timeliness, neutrality, cla­rity, reliability, and consistency. At the same time, other principles that differ in different standards do not contradict but complement each other. Therefore, in practice, European companies are guided by several standards simultaneously when disclosing information on social responsi­bility and their own initiatives. Due to reporting requirements, European companies are actively implementing the principles of social responsi­bility. Implementation of the European princip­les and practices of integrated reporting in Ukraine will ensure transparency, openness of business, increase the level of trust, visibility and market reward for corporate social respon­sibility.","PeriodicalId":115856,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117063180","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Tax transparency in integrated reporting","authors":"Alina Fesenko","doi":"10.31617/1.2023(149)08","DOIUrl":"https://doi.org/10.31617/1.2023(149)08","url":null,"abstract":"Looking at the concept of tax transparency, taxation through the prism of sustainable deve­lopment management changes approaches to disclosure of information about taxes in repor­ting. The company’s behavior in the field of the taxation has become one of the factors of the value of the company in the short, medium and long term. The issue of researching approaches to presenting information on tax strategy, tax transparency in integrated reporting is gaining relevance. The aim of the article is to deepen the theoretical, methodological and practical foun­dations of integrated reporting, taking into account the concept of tax transparency. Philo-sophicaland scientific methods, methods of induc­tion, deduction, synthesis, analysis, comparison, generalization and method of scientific abstrac­tion were used in the paper. The article analyzes the main international and national standards, requirements, recommendations regarding repor­ting on tax transparency issues, examines the practice of presenting information on tax stra­tegy, tax policy of the enterprise, tax risks in cor­porate reporting by companies operating in Ukraine. The main directions of the development of the conceptual foundations of integrated repor­ting are determined, taking into account the concept of tax transparency. Practical recom­mendations on the disclosure of information about taxes in the integrated report have been prepared. Honest payment of taxes is a sign of socially responsible business, a reputational factor. Presentation of information about the company’s taxes and its tax strategy with the help of integrated reporting will contribute to a better understanding of the organization’s acti­vities by interested parties, will allow to achieve competitive advantages in the market, will help reveal information about the economic, environ­mental and social impact of taxation.","PeriodicalId":115856,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"75 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128064085","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Corporate reporting on social responsibility under martial law","authors":"O. Fomina","doi":"10.31617/1.2023(149)04","DOIUrl":"https://doi.org/10.31617/1.2023(149)04","url":null,"abstract":"Today, it is important to create a demand for social responsibility, reporting on the contri­bution of business to the achievement of sustai­nable development goals to create jobs, improve communications between government, business and society, address economic, environmental and social issues, and build an economy that works for people. Businesses should report on their corporate social responsibility in counte­ring military aggression and maintaining peace and security. The purpose of the article is to highlight the peculiarities of preparing and pub­lishing corporate social responsibility reports in Ukraine and the EU. The study uses general scientific and special methods: induction, deduc-tion, comparative analysis, synthesis, generali­zation, grouping, abstraction, and the logical method. Reporting on corporate social respon­sibility allows demonstrating how a business affects the natural environment and society and what contribution it makes to achieving sustai­nable development goals. It is established that there is no single standard, guideline or frame­work for the preparation and presentation of corporate social responsibility reporting; a num­ber of regulatory documents at the international, European, regional and national levels have been adopted to date, but cooperation continues to harmonize existing standards and approaches and promote them among a wide range of users. In order to strengthen European integration, Ukraine needs to establish a national system of regulation, incentives, certification, monitoring and evaluation of corporate social respon­si­bility, verification and verification of corporate social responsibility reporting, and adoption of the best European experience.","PeriodicalId":115856,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"60 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129901858","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Digital branding in the marketing strategy of enterprises","authors":"Kateryna Medvedieva","doi":"10.31617/1.2023(149)03","DOIUrl":"https://doi.org/10.31617/1.2023(149)03","url":null,"abstract":"With the development and spread of techno­logy, digital branding is becoming increasingly important, due to consumers mostly interact with brands through the integration of online and off­line platforms. Understanding the origin and impact of current trends on brand building strengthens the position of enterprises in the com­petitive environment and increases brand aware­ness, loyalty of the target audience and, as a result, stimulate sales. Digital branding is an important component of any modern marketing strategy, as it allows brands to provide an omni­channel presence on the market and establish meaningful connections with customers. With the right approach, digital branding can help businesses highlight a unique sales offer among competitors and achieve long-term success. The aim of the study is to determine the prerequisites for the formation and development of digital branding of the enterprise. The study was con­ducted using the methods of theoretical genera­lization, comparative analysis, synthesis and graphic representation. According to the results of the analysis of theoretical approaches, the emergence and development of digital branding was considered, the main stages of its formation were determined. The current trends and pro­spects for the development of digital branding in the future are revealed. The process of influence media planning is graphically depicted, which includes 6 stages: an advertising campaign plan­ning, the identification of promotion channels and influencers, message content, content publication, linking and optimization of existing advertising material, analysis and coordination. The process of targeting and remarketing is presented. The development of digital branding has been driven by technological advances, changes in consumer behaviour, and the evolution of the marketing industry. Since its inception as an e-commerce tool, digital branding has evolved into a complex and multifaceted phenomenon and will continue to play a crucial role in marketing.","PeriodicalId":115856,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134222296","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}