Ekonomìčnì gorizontiPub Date : 2023-09-30DOI: 10.31499/2616-5236.3(25).2023.286565
Valentyna Litynska
{"title":"THEORETICAL-METHODOLOGICAL FOUNDATIONS OF PERSONNEL MOTIVATION WORK IN MODERN CONDITIONS","authors":"Valentyna Litynska","doi":"10.31499/2616-5236.3(25).2023.286565","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.286565","url":null,"abstract":"Under modern conditions and during the period of martial law in our country, the problem of motivation is of great importance. Personnel is the most important, complex and specific type of resources that the enterprise uses in its activities.
 The article is devoted to the study of the problems of staff motivation at domestic enterprises under modern conditions. The purpose of the article is to develop the theoretical and methodological foundations of employee motivation in modern conditions. The article uses a theoretical approach containing a systematic, logical and comparative analysis and synthesis of scientific literature on the motivation of personnel.
 Taking into account the peculiarities of the motivation of workers during the martial law period, it is advisable to consider it as a complex process, which involves the possibility of employers using motives to motivate the work of employees, and on the other hand, the desire of the employee himself to motivate his work, using various methods. One of the modern non-traditional approaches to the construction of a material incentive system is the use of models of the compensatory payment system designed for a long career of an employee. The article analyzes the types of staff motivation. It is substantiated that the motivation of the staff is greatly influenced by factors, namely: organizational, economic, personal and social. In addition, for a comprehensive analysis of the motivation of personnel at domestic enterprises during the war, it is necessary to use motivation methods: socio-economic methods, administrative methods, organizational and production methods, informational and explanatory methods, legal methods and socio-psychological methods.","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"55 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135032218","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}
Ekonomìčnì gorizontiPub Date : 2023-09-30DOI: 10.31499/2616-5236.3(25).2023.287310
Iryna Pavlovska
{"title":"REQUIREMENTS FOR THE EMERGENCE AND DEVELOPMENT OF THE NEUROMARKETING CONCEPT","authors":"Iryna Pavlovska","doi":"10.31499/2616-5236.3(25).2023.287310","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.287310","url":null,"abstract":"The article is devoted to the study of the prerequisites for the emergence and development of the concept of neuromarketing, which determine the scientific and practical needs of a new field of research and practical activity. The factors, the combination of which caused the emergence of a new field of marketing science and a new direction of professional marketing activity, are presented, in particular, the scientific and theoretical reasons for the emergence of neuromarketing, methodological reasons for the emergence of neuromarketing and instrumental prerequisites for the emergence of neuromarketing are investigated. The work presents the model of consumer behavior according to Kotler F. and Assel G., as well as the main neuroscientific methods that are potentially applicable in marketing research and are based on methods that measure neural activity inside the brain, methods that measure neural activity outside the brain, and methods of manipulation nervous activity. In addition, more precise definitions of gaps in methodological capabilities are presented, which, in theory, allow neuromarketing research to be filled. It is concluded that the appeal to neuroscientific methods can be considered as an attempt not so much to replace behavioral data or subjective methods as to supplement and expand them. They allow the researcher to rely on objective data about the factors and mechanisms of human behavior, and also, in some cases, to check and clarify the results obtained by behavioral or subjective methods. The combination of the demand for new theoretical models and research methods, on the one hand, and the offer of brain study technologies, on the other, became the prerequisites for the development of neuromarketing as an independent field of research and the possibility of forming a neuromarketing concept.","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"57 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135032359","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}
Ekonomìčnì gorizontiPub Date : 2023-09-30DOI: 10.31499/2616-5236.3(25).2023.286923
Nataliia Barvinok
{"title":"FEATURES OF THE ORGANIZATION OF ANIMATION ACTIVITIES IN HOSPITALITY INDUSTRY INSTITUTIONS WITH THE PURPOSE OF ETHNIC TOURISM DEVELOPMENT","authors":"Nataliia Barvinok","doi":"10.31499/2616-5236.3(25).2023.286923","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.286923","url":null,"abstract":"The purpose of writing this article is to study the importance and peculiarities of the organization of animation activities in hospitality industry establishments for the purpose of developing and popularizing ethnic tourism. After all, taking into account the specificity of highlighting the intangible cultural heritage of Ukraine, an important place during such tourism is occupied by an action that can be most successfully organized with the help of animation activities.
 The organization of animation activities acquires special importance, because holding various events in an ethnic style contributes to the popularization, protection and development of the national cultural heritage, as well as increasing the attendance of tourist destinations where the establishment of the hospitality industry is located. Taking into account the current trends in the development of tourism and the interest of the world community in Ukrainian customs and culture, a good base is created for the development of ethnic tourism and other related types of tourism, and the issue of organizing animation events in the direction of popularizing cultural tourism is also resolved. the heritage of our country is becoming more and more important.
 In addition, the importance of the organization of animation service lies in increasing the quality, variety and attractiveness of the tourist product, increasing the number of regular customers and demand for the tourist product, and therefore increasing the profit of the establishment. Therefore, the animation activity in the ethnic style is considered, firstly, as an important factor for the promotion of the tourist product, and secondly, as a direction of activity for the popularization of ethnic tourism.
 Taking into account the peculiarities of ethnic tourism, the article considers classification approaches to determining the types of animation activities in hospitality industry establishments according to the list of intangible cultural heritage with the aim of the most successful selection of animations and creation of animation programs. Special attention is required here to focus on the age characteristics of tourists, their nationality, as well as the specifics of the organization and areas of activity during the organization of animation events in an ethnic style in hospitality industry establishments.","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"116 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135032361","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}
Ekonomìčnì gorizontiPub Date : 2023-09-30DOI: 10.31499/2616-5236.3(25).2023.286686
Taisiia Bondaruk
{"title":"FISCAL POLICY OF UKRAINE AS THE FACTOR OF THE SUSTAINABILE DEVELOPMENT OF THE TERRITORIES IN CONDITIONS OF MARTIAL LAW","authors":"Taisiia Bondaruk","doi":"10.31499/2616-5236.3(25).2023.286686","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.286686","url":null,"abstract":"It proves that the fiscal policy in the war conditions needs economic diversification with the help of the use of existing resources optimization and the search of uninvolved ones as well. The aim of the research is to deeply analyze the theoretical-methodological bases of Ukrainian fiscal policy formulation and fulfillment in conditions of martial law and its impact on the financial system of the government. Government’s revenue (taxes) and government’s expenditure are the main instruments of fiscal policy. High uncertainty in condition of full-scale war led to the reducing of the effectiveness of market instruments of fiscal policy and made it impossible in the traditional format.
 It defines that instruments of fiscal policy helped to provide some measures for designing expansionary fiscal policy in conditions of martial law. Grant funds of international partners as well as non-tax revenue at the expense of voluntary transfers from citizens, enterprises, and organizations to support Ukraine have become the ultimate source of government’s revenue from the beginning of the war. The search of instruments for financing (ensuring defense capability and security of the country; social expenses, increasing the monetary support of the military, debt service expenses) has become the key of fiscal policy.
 It explains that negative opening balance of consolidated budget of Ukraine targeted at cyclical economy position of the country proves the sharp softening of fiscal policy. The probation of such kind of fiscal policy was due to the intense growth of the budgetary expenditures on providing defense capabilities of the country and incentives to support economy in conditions of martial law.
 It proves that the abrupt deficit expansion of consolidated budget is the justified countercyclical measure of fiscal policy in conditions of martial law. The softening of fiscal policy in the country has mainly become possible because of quite balanced fiscal policy of past years and considerable international support as well.","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"57 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135032406","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}
Ekonomìčnì gorizontiPub Date : 2023-09-30DOI: 10.31499/2616-5236.3(25).2023.286654
Mariia Bieloborodova
{"title":"SOCIAL RESPONSIBILITY OF HOSPITALITY BUSINESS IN UKRAINE: A RETROSPECTIVE ANALYSIS","authors":"Mariia Bieloborodova","doi":"10.31499/2616-5236.3(25).2023.286654","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.286654","url":null,"abstract":"The article is devoted to a scientific generalization of social responsibility areas of hospitality industry in order to highlight the strategic priorities of its further development in the process of European integration and post-war recovery. Research methods: retrospective analysis, theoretical generalization, classification, grouping. It was determined that the modern consumer actively broadcasts his demand for environmental friendliness, a healthy and conscious lifestyle, while not neglecting the requirement of high service quality. Without the process of institutionalizing social responsibility, it is quite difficult for businesses to respond to these requests.
 4 stages of social responsibility development of hospitality industry were summarized, namely: pre-institutional stage (internal social responsibility directed mainly at employees; charity), stakeholder stage (taking into account the interests of both internal and external stakeholders at all stages of the product cycle), sustainable development stage (includes three directions: environmental friendliness, accessibility, quality assurance in compliance with the Sustainable Development Goals), the stage of activity in war conditions (includes three directions: volunteering, isolation and boycott of the russian federation, countering violence and harassment). Each of these four stages does not lose its relevance, because the service sector is diverse and connected with all other sectors of the national economy. It was determined that the main content of the social responsibility of hospitality industry in Ukraine is the provision of quality services in compliance with ecological and ethical aspects when interacting with both internal and external stakeholders. Understanding what was and is important for the Ukrainian service sector in the field of CSR provides an opportunity for harmonious integration into the European and international business space, the spread and observance of the principles of ethics, accessibility, and environmental friendliness in the post-war recovery of the country's economy.","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136248340","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}
Ekonomìčnì gorizontiPub Date : 2023-09-30DOI: 10.31499/2616-5236.3(25).2023.288130
Nataliya Poliova, Volodymyr Varenyk
{"title":"INFORMATION EXCHANGE TOOLS IN THE FINANCIAL MONITORING SYSTEM OF THE USA AND BENCHMARKING FOR UKRAINE","authors":"Nataliya Poliova, Volodymyr Varenyk","doi":"10.31499/2616-5236.3(25).2023.288130","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.288130","url":null,"abstract":"The article examines the tools of interaction between the participants of the US financial monitoring system, which are not used in Ukraine. These tools help the financial intelligence unit to get better information, to respond faster to crimes by freezing funds or returning them to their rightful owner. The relevance of the study is determined by the high risks of legalization of funds and financing of terrorism in the Ukrainian economy and the risks of conducting financial transactions related to states that carry out armed aggression against Ukraine.
 To reveal possible ways of increasing the effectiveness of the financial monitoring system of Ukraine by introducing information exchange tools operating between the participants of such a system in the USA.
 An important element of the US financial monitoring system is the ability of financial institutions to exchange restricted information about the clients of such institutions. This right is granted to them under Section 314(b) of the USA PATRIOT Act of 2001. In addition, associations of financial institutions have a similar right. When appropriate, financial institutions also have the authority to create a joint suspicious activity report, which is then forwarded to the US Financial Intelligence Unit. Another important element of rapid interaction is the ability of US law enforcement agencies to transfer information about cybercrimes to the US financial intelligence unit through the Rapid Response Program, introduced in 2015. This practice allows the financial intelligence unit to quickly contact financial intelligence units in other countries and effectively block illegally obtained funds abroad or return them to victims in the United States.
 The current legislation of Ukraine in the field of financial monitoring does not allow primary financial monitoring entities to exchange information with limited access among themselves or between specialized associations. This prohibition leads to an increase in the time for processing a suspicious transaction and reduces the quality of the final conclusion reached by the primary financial monitoring entity. Also, the current legislation of Ukraine does not allow law enforcement agencies to provide information to the financial intelligence unit of Ukraine regarding open criminal cases (except for cases that were opened based on generalized and additional generalized materials of the financial intelligence unit), which limits the ability of financial intelligence to fully perform its functions in international cooperation.","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135032568","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 RISK OF OPERATIONAL ACTIVITIES OF THE BANKING SECTOR UNDER THE CONDITIONS OF A FULL-SCALE WAR IN UKRAINE","authors":"Oksana Sarakhman, Ruslana Shurpenkova, Tetiana Kalaitan","doi":"10.31499/2616-5236.3(25).2023.286937","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.286937","url":null,"abstract":"Today, operational activity and operational risks in the conditions of war are recognized as important factors in the stability of the functioning of Ukrainian banks. As a result of the full-scale war, Ukrainian banks suffered losses from operational risk: business interruptions, loss of assets due to the seizure of territories, lack of income, etc.
 The article examines: how banking institutions coped with operational challenges that arose in the first months of full-scale war; functioning of the most important business processes and communication with the data processing center of the National Bank of Ukraine even in the event of a long-term power outage; losses of banks from realization of operational risk events; losses for banks in the event of a complete loss of property, which is currently beyond their control, due to banks reducing their branch networks.
 Analyzed to recording operational risk events in databases were analyzed, in particular, it was determined that about ten small financial institutions reflect all expenses related to Russia's military aggression in one event, however, most banks still distinguish events by type.
 Based on the conducted research, it was concluded that some banks underestimate losses from operational risk events or do not record operational risk events related to war at all. There are very different approaches to the classification and assessment of the level of losses of financial institutions that have recorded operational risk events in their databases. At the same time, we are aware that the deep crisis caused by the war will have far-reaching consequences. Therefore, the main challenges are still ahead and the NBU is closely monitoring the operational activities and operational risks of the banking sector.","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135032362","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}
Ekonomìčnì gorizontiPub Date : 2023-09-30DOI: 10.31499/2616-5236.3(25).2023.288319
Viktoriia Roleders
{"title":"THE CURRENT STATE OF CIRCULAR ECONOMY DEVELOPMENT IN UKRAINE","authors":"Viktoriia Roleders","doi":"10.31499/2616-5236.3(25).2023.288319","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.288319","url":null,"abstract":"The purpose of the article is to study the current state of circular economy development in Ukraine. Currently, the Ukrainian economy functions mainly within the linear economic model, but has already started implementing green economy initiatives, which in particular includes the approaches and goals of the circular economy. The state of waste management in Ukraine was studied, which is divided into three categories of operations: utilization, incineration and removal to specially designated places and objects. In the structure of the total volume of waste by categories of management during the entire analyzed period, disposal in specially designated places and objects takes the largest share. This method of waste management includes burying in the ground or dumping (dumping) on the ground, dumping in specially equipped landfills (in landfills), burying waste in special containers in a mine, etc., that is, it is a common tool of waste management under the linear model. The financial and economic indicators of the development of the sphere of environmental protection in Ukraine are analyzed. The analysis of statistical data shows that the \"green\" transformation of the national logistics system of Ukraine in the conditions of the circular economy is not effective enough. The statistical analysis proved the need to implement the principles and tools of the circular economy as a concept of sustainable development of the national logistics system in Ukraine. It has been proven that the transformation of production ecosystems can provide enterprises with various competitive advantages. Among the most common strategic advantages are differentiation and cost leadership. However, we argue that the main benefit of ecosystem transformation is to enhance the ability of ecosystems to achieve good triple bottom line outcomes by providing clients with social, financial and environmental benefits. It is worth taking into account the best experience of Finland, which effectively implements practical solutions of the closed cycle economy. The essence of the transition is to rethink value chains and develop new business models.","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135032404","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}
Ekonomìčnì gorizontiPub Date : 2023-09-30DOI: 10.31499/2616-5236.3(25).2023.288081
Olha Lohinova
{"title":"STATISTICAL ASPECTS OF THE STUDY OF THE DYNAMICS OF INDUSTRIAL ENTERPRISES DEVELOPMENT","authors":"Olha Lohinova","doi":"10.31499/2616-5236.3(25).2023.288081","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.288081","url":null,"abstract":"The article presents practical aspects of statistical research of the dynamics of development of industrial enterprises. It is determined that the main task of a statistical study of industrial enterprises is to determine the volume of industrial production, its structure; analysis of plan implementation by volume and assortment, grade, completeness, rhythm; identification of additional reserves. It is proved that in order to raise the level of industrial production statistics in Ukraine, it is necessary to make certain changes in the proportions of individual industries, and they should be consistent and interrelated. The study found that the main factors of industrial recovery will be: a gradual improvement in the situation on world markets, the resumption of production in certain sectors of the economy, improvement of the financial condition of enterprises, as well as an increase in investment and consumer demand. The following mathematical and statistical methods are used depending on the purpose of the statistical study and the nature of the source data: 
 1) mathematical methods of quantitative characterization of relationships: correlation and regression analysis; operations research and queuing theory; economic cybernetics; classical methods of elementary mathematics; simulation modeling; functionally hierarchical (forecast scenarios); methods of structural analogy; method of expert estimates; 
 2) statistical methods of quantitative characterization of relationships: analysis of variance; correlation analysis; method of analytical groupings; rank correlation; complex statistical coefficients; statistical equations of dependencies; statistical indices; indicators of dynamics analysis.
 When choosing statistical methods for studying socio-economic phenomena, it is necessary to take into account their interconnectedness and interdependence. Any phenomenon is the result of a certain set of causes and is the cause of other phenomena and processes. Therefore, the statistical study of the interrelationships of economic phenomena and processes should be approached comprehensively, trying to classify a wide range of methods that allow them to be quantified.","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135032570","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 NETWORK AS A TOOL OF ONLINE MARKETING COMMUNICATION IN DISTANCE EDUCATION","authors":"Viktoriia Khurdei, Dmytro Mishchenko, Tetiana Dronova","doi":"10.31499/2616-5236.3(25).2023.286656","DOIUrl":"https://doi.org/10.31499/2616-5236.3(25).2023.286656","url":null,"abstract":"The prospects and demand for communication tools in distance learning are obvious. The development of information technologies, the need for greater flexibility in education, quality and data preservation require new approaches. Video and voice conferences, as well as a set of asynchronous means of communication, contribute to the establishment of interpersonal dialogue directly with each other, with the possibility of public discussion and involvement of each of the participants in the process. This has a favorable effect on the presentation and mastering of the material, as well as on the strengthening of discipline and personal qualities.
 The article examines the means of marketing communications in distance education in institutions of higher education: synchronous and asynchronous. Considerable attention is paid to the asynchronous form of communication - the use of the YouTube video platform. An experiment was conducted on the use of YouTube as a means of marketing communications between a teacher and a student during distance learning. A survey was conducted among students regarding the effectiveness of using the platform in education. The results showed that students learn the material better in the form of video lectures, find the topic they need to study using the teacher's link in Google Classroom, listen to the material again in order to prepare for the session, refer to the lecture if they missed the class for various reasons. At any time, the student can view the lecture material as many times as he deems necessary, all materials are available free of charge and without geographical restrictions, the lectures contain demonstration material, cases, speeches of stakeholders, lectures can be listened to from any device, convenient presentation of the material, etc. The results of the survey showed that out of 104 surveyed, 95 students know about the existence of the channel with electronic lectures, 66.3% of the surveyed are subscribed to the channel. According to the surveyed students (104 respondents), the appearance (47.1% of respondents) and navigation (75% of students) of the channel deserves a rating of \"5\".","PeriodicalId":476155,"journal":{"name":"Ekonomìčnì gorizonti","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135032364","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}