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Item type:Наукова стаття, Inclusive Marketing as a Strategic Tool for Company’s Development in a Socially Oriented Economy(Mersin, 2025-10-13) Бойко, Ольга ВікторівнаThe objective of this study was to evaluate the influence of brand inclusivity perception indicators on a company’s financial performance. Employing correlation, regression, and trend analysis methodologies, the research unveiled that various facets of inclusion manifest in a company’s financial outcomes in distinct manners. This phenomenon can be attributed to the impact of multiple stakeholder groups, namely investors, analysts, and consumers. Notably, a critical determinant affecting Market Capitalization is the engagement of ESG investors, who prioritize companies’ social initiatives, particularly the perception of the LGBT+ community. The regression coefficient for this indicator is 4.6458. Overall, inclusivity in marketing significantly influences both Revenue and Earnings by enhancing customer loyalty, with regression coefficients of 0.3485 and 0.0393, respectively. Furthermore, Revenue, influenced by the perception of brand authenticity, exhibits a regression coefficient of 0.1207. Additionally, perceptions of racial diversity positively affect the P/E ratio, reflected by a regression coefficient of 2.1058, thereby bolstering market confidence. The findings of this study can serve as a valuable resource for companies, enabling them to devise inclusive marketing strategies that align with their objectives and mission.Item type:Наукова стаття, Creative economy and value creation through marketing analytics: new approaches and opportunities(Pakistan, 2024-10-23) Morokhova, ValentynaThe scientific article aims to determine the impact of marketing analytics on the value-creation process in creative industries. The research includes analyzing the use of digital marketing analytics tools in value chain creation to increase the efficiency and competitiveness of the creative sectors of the economy and creative industries. The research process used general scientific methods of cognition, namely, analysis of literary sources to determine the main trends in the development of the creative economy, comparative analysis to evaluate the indicators of different countries, and the method of generalization and systematization to identify and arrange the critical aspects of the impact of marketing analytics on the value creation of companies in the creative economy. In addition, an expert survey was conducted to substantiate the necessity and prospects of developing marketing analytics in the value chain creation of creative industries, which forms the basis for calculating the weighted average expert evaluations by SWOT analysis categories and correlation TOWS analysis conducted in the statistical analysis program JASP (Classical Correlation tool). Also, the Six Thinking Hats Technique was applied within the research, allowing for the systematization of modern theoretical and practical studies of scientists on applying marketing analytics in creative industries. The research results obtained by the SWOT analysis method indicate a high potential for technological transformation in the development of marketing analytics in the value chain creation of creative industries. The correlation TOWS analysis confirmed significant relationships between the effectiveness of extensive data analysis and the latest marketing analytics tools (r = 0.41, p = 0.02), the individualization of marketing strategies and the growth in demand for personalized products (r = 0.42, p = 0.02), as well as between the effectiveness of data analysis and the costs of integrating tools (r = -0.36, p = 0.04).Item type:Наукова стаття, Marketing Tools for Minimizing Risks in the Logistics Strategy of an Enterprise(Mersin, 2025-09-13) Morokhova, ValentynaThe integration of marketing and logistics is a topic of vigorous discourse, underscored by the imperative to establish coherence between supply capabilities and market demand. The purpose of the study is to assess the impact of marketing costs on the company’s revenue, while considering the various dimensions of logistics risks, consumer demand, and the development of forecast models for revenue and marketing costs. The study employed correlation and regression methods, alongside comprehensive case analyses. Consequently, the research substantiated the presence of a direct correlation among marketing costs, revenue, demand, and logistics risks. The findings from the regression analysis showed that the income of the examined company is profoundly influenced by marketing costs and logistical risks. Furthermore, marketing costs are in turn impacted by logistical risks and the demand generated by online users. The results obtained can serve as validation of the mitigating effect of employing marketing instruments on the level of logistics risks through the strategic adaptation of marketing costs to the current conditions in global logistics. The findings indicate that such adaptation facilitates revenue enhancement even amidst a logistics crisis and can be leveraged as an effective marketing tool to minimize logistics risks. It should be noted that the developed models are advantageous for enterprises, as they enable the forecasting of revenue and the requisite marketing expenditures based on the anticipated levels of logistics risks and consumer demand. Prospects for further research include the modeling of corporate revenues and costs, incorporating a broader range of indicators (for instance, the logistics cost indicator, contingent upon data availability) and diverse companies. As a result of the present study, a definitive correlation among marketing costs, revenue, consumer demand, and logistical risks was conclusively established.Item type:Наукова стаття, Maximizing Marketing Impact: Examining Video Content Through Analytics and Consumer Behaviour(2025-06-19) Penkova, Oksana; Sogorin, Andriy; Kitchenko, Olena; Klimovych, Olha; Tesak, OleksandraIntroduction: The article examines the impact of video content on the effectiveness of marketing strategies with a focus on analytical interpretation of audience behavioral reactions. The purpose of the study is to analyze the potential of marketing campaigns in the context of adaptation to changes in media consumption. Methods: The study was based on the analysis of secondary empirical data obtained from authoritative analytical reports covering current trends in video marketing and digital consumer engagement. The methods used are quantitative content analysis, thematic classification, and discursive interpretation. Results: It is found that video content demonstrates a high level of strategic importance - 95% of marketers recognize it as a key tool for influencing the target audience. The main types of barriers to video implementation are identified: lack of time and technical complexity. It is established that video helps to increase brand trust, forms emotional contact with the consumer, and provides an opportunity to accurately measure audience reactions through digital metrics (watch time, CTR, engagement rate). It is shown that cultural relevance, professional visual quality, and artificial intelligence support are key factors in the effectiveness of video on social media. Conclusions: The article emphasizes the need for a comprehensive integration of video content into strategic planning, including the development of intra-team competencies, analytical reporting, and automated video performance evaluation systems. Prospects for the study are to form adaptive models of video strategy focused on changing consumer behavioral patterns and digital transformation of marketing communications in various sectors.