INFLUENCE MARKETING AS A EFFECTIVE INSTRUMENT OF BRAND PROMOTION IN SOCIAL MEDIA

2017 ◽  
Author(s):  
Kseniia Diachenko ◽  
◽  
Victoria Evtushenko ◽  
Keyword(s):  
Social Networks ◽  
Main Task ◽  
Sources Of Information ◽  
Active Growth ◽  
Goods And Services ◽  
Marketing Influence ◽  
The Status ◽  
Brand Promotion ◽  
Marketing Tool ◽  
The Individual

The article considers the concepts, purpose, reasons for the formation and development of marketing influence in social networks. The precondition for the emergence of this marketing tool was the active growth of the number of Internet users and, as a consequence, the reorientation of brands to the online environment. It is substantiated that social networks are a modern space for the promotion of goods and services. The increase in the number of users of social networks has led to the emergence of people who develop accounts and are able to influence other users by supporting information with their own authority. In this regard, persons who have acquired the status of influencers are invited by brands to cooperate in order to promote goods and services. The conditions for the formation of a successful influence of the influencer on the audience are determined. An example of the influence of a telecommunications brand campaign is given, the main task of which was to increase the active audience by attracting celebrities to the account. The mechanism of influence of the influencer on the audience is analyzed. The authors determined that this mechanism includes the image of the individual and the image of the page in a particular social network. The combination of these components provides a basis for the formation of interest in the audience and the subsequent possibility of marketing impact. Specific parameters that affect the image of the person and the image of the page are given. The behavior of the influencer is described. It is emphasized that native advertising is more effective due to the demanding and adaptability of the audience to advertisements. Influence marketing plays an important role in the mechanism of purchasing decisions, as it directly affects the formation of sources of information about a product or service. The authors conclude that the ultimate goal of impact marketing is to purchase a product or service that has been the subject of marketing influence.

Ukrainian community life of believers

2008 ◽  
pp. 110-134
Author(s):  
Pavlo Yuriyovych Pavlenko
Keyword(s):  
Religious Life ◽  
Main Task ◽  
Community Life ◽  
Religious Activity ◽  
Existence Of God ◽  
Religious System ◽  
Real Presence ◽  
The Status ◽  
Intimate Relations ◽  
The Individual

The cornerstone of any religion is its anthropological concept, which seeks to determine the essential orientations of man, to outline the ideological framework of its existence, to represent the idea of ​​its essence, purpose in earthly life. The main task of the religious system is the act of involving and subordinating man to the spiritual divine realm as the realm of the transcendental existence of God. Belief in the real presence of the latter implies a new understanding of oneself, which ultimately leads the religious individual to the desire to be involved in this transcendental existence, to have intimate relations with him, to have a consciousness inherent in God. Note that in this context, all human being is interpreted as a certain arena for this realization. Therefore, the religious life of the individual acquires the status of religious activity.

SITUATION OF CHILDREN WITH DISABILITIES IN CONTEMPORARY LEGAL, MEDICAL AND SOCIAL PROCESSES IN THE RUSSIAN FEDERATION

2021 ◽  
Vol 100 (4) ◽  
pp. 198-207
Author(s):  
R.N. Terletskaya ◽  
◽  
I.V. Vinyarskaya ◽  
E.V. Antonova ◽  
A.P. Fisenko ◽  
...  
Keyword(s):  
Children With Disabilities ◽  
Social Assistance ◽  
The State ◽  
Main Task ◽  
Persons With Disabilities ◽  
Rehabilitation Programs ◽  
The Family ◽  
The Status ◽  
The Russian Federation ◽  
The Individual

Despite the positive developments in the sphere of ensuring the special needs of disabled children, a comprehensive socio-hygienic assessment of the conditions and lifestyles, as well as of their families, has not been carried out in the recent years. The purpose of the study is to identify, through a sociological survey, the problems that a disabled child encounters in his life, in order to further improve the provision of medical and social assistance to him. Materials and methods of research: 506 legal representatives of minors (aged 0–17 years) with the status of a disabled child were interviewed. Study design: single-center, non-randomized, uncontrolled. Results: the study of the living conditions of a disabled child in the family, the assessment by the parents of the state of his health, the problems arising during the registration of disability, in the provision of medical and rehabilitation assistance, and issues of medical and social support, made it possible to determine the position of this part of the child population in modern legal and medical and social conditions. The main problems were the large number of documents required for the registration of a disability, the long wait for the day of the examination, the remoteness of the location of the medical and social examination bureau, the shortage of specialist doctors, the problem with subsidized drugs, the lack of taking into account the individual needs of the child when carrying out rehabilitation programs, the need to contact different organizations and departments, lack of medical and social assistance, violation of rights in the provision of medical services to a disabled child. Conclusion: The acquired information is important for the further improvement of the provision of medical and social assistance to handicapped children and children with disabilities. The main task today is to develop mechanisms for fulfilling the declared rights and freedoms of persons with disabilities and the obligations undertaken by the state in relation to them. The principle of individualization of the provision of various benefits, depending on the condition of a disabled child, his needs, material security, remains relevant.

scholarly journals Sociological portrait of the self-employed in contemporary Russia

2020 ◽  
Vol 20 (4) ◽  
pp. 821-836
Author(s):  
Z. T. Golenkova ◽  
Yu. V. Goliusova ◽  
T. I. Gorina
Keyword(s):  
Secondary Analysis ◽  
The Self ◽  
Informal Employment ◽  
Legal Norms ◽  
Goods And Services ◽  
Self Employment ◽  
The Status ◽  
History Of ◽  
The Individual ◽  
Real Self

The article considers the development of self-employment in the contemporary society: the history of its representation in legal norms and practices; the scope of informal employment according to statistical and sociological data; definitions of self-employment in the scientific literature. The self-employed are usually defined as not employed in organizations but independently selling goods and services produced by themselves. The global number of the self-employed grows. The authors present an algorithm for calculating the indicator potential self-employed based on the secondary analysis of the 27th wave of the RLMS (2018), and stress the lack of a unified methodology for calculating informal employment. According to the official data, the number of the self-employed in Russia ranges from several thousands to several millions, which confuses researchers who study this phenomenon. The article focuses on the results of the study Self-Employed: Who Are They? (Moscow, 2019), whose object were not potential but real self-employed selected on the basis of online advertisements of their services in Moscow. The authors collected information with the method of semi-formalized telephone interview. Based on the collected data, the authors make conclusions about motivating and demotivating factors of self-employment: independence, freedom in planning time and activity, distrust in the state, lack of social guarantees, unpredictable legislation, and imperfect tax system. Today, the status of the self-employed in Russia is still unclear and often substitutes the individual entrepreneur status in order to apply for tax preferences.

scholarly journals Identity of personality and specificity of its self-presentation in virtual communicative space

2021 ◽  
pp. 31-36
Author(s):  
Viktoriia Volynets
Keyword(s):  
Social Networks ◽  
Young People ◽  
The Internet ◽  
Sources Of Information ◽  
Self Presentation ◽  
Virtual Identity ◽  
Slowing Down ◽  
General Scientific ◽  
Human Construction ◽  
The Individual

The purpose of the article is to reveal the features of constructing a personal identity in a virtual environment. Methodology. The choice of research methods is determined by the purpose of the article and the subject of research, in particular, general scientific and empirical techniques are used, based on a systematic approach to the analysis of works on the problems of interpretation of virtual identity. The scientific novelty of the obtained research results lies in the correlation of the essence of the concepts "real identity" and "virtual identity", identifying the features and risks of the formation of the latter. The article highlights the factors of human construction of a "virtual" identity, which often occurs due to dissatisfaction of the individual with his real identity. It is emphasized that virtual reality provides ample opportunities for self-expression and disclosure of personal potential, but the desire to always "be online" affects the physical health of the user, thereby increasing his anxiety, leads to fatigue and irritability, exacerbation of hyperdynamic. The problem of excessive immersion in cyberspace has been identified: by abusing being in it, an unformed personality can lose life landmarks, assimilate programmed solutions and ready-made mental stamps. Conclusions. In social networks, a person can easily create an ideal image of himself, which is less authentic than the real one, because it reflects the individual's idea of an invented, ideal set of their own qualities, which are completed with ready visual, textual and audio network tools. Social "slowing down" in the Internet environment significantly reduces the moral level of communication in social networks and messengers. Even today, the level of trust among young people in semi-anonymous messages on the Internet is higher than in traditional sources of information. At the same time, the unsystematic acquisition of knowledge in this way does not allow young people to form an established picture of the world, leaving it largely fragmented.

scholarly journals Applied principles of niche narrowing as an innovative strategy for promotion in social networks in the conditions of business digitalization and formation of the digital environment

2020 ◽  
Keyword(s):  
Social Networks ◽  
Rapid Development ◽  
Innovative Strategy ◽  
Scientific Methods ◽  
Goods And Services ◽  
Doing Business ◽  
General Scientific ◽  
Marketing Tool ◽  
Almost All ◽  
The Impact

In today's world, people go online not only for entertainment, but also to study, shop, search for the necessary information and more. And social networks are approaching a giant like Google every year in terms of number of users and frequency of using.Therefore, almost all entrepreneurs have their own page on social networks, which are an ideal platform for promoting their products and services. Over the past 10 years, a new Internet marketing tool has appeared that specializes in promoting and doing business on social networks – SMM (Social Media Marketing). And here it is especially important to build a quality and effective strategy that will make social networks a quality image and sales channel of any goods and services. The subject of the article is a marketing strategy for development and promotion in social networks.The purpose of the article is to develop the applied principlesof an innovative strategy for narrowing the niche for promotion in social networks according to the features and means of its implementation for various business projects, brands and blogs. General scientific methods are used, such as systems analysis, synthesis and abstract-logical – to clarify the features of the blogs in each niche, which work on the strategy of narrowing the niche; analysis of Facebook for Business algorithms – to determine the impact of such a strategy on the further effectiveness of targeted advertising and the allocation of a unique trade offer due to the strategy of narrowing the niche.The following results were obtained: ways of implementing a niche narrowing strategy for various blogs, brands and business projects were developed and demonstrated, their effectiveness was proved. Conclusions: the practical principles of implementing an innovative strategy for narrowing the niche for social networks, which can be used for various business projects, brands and blogs, described the possibilities of implementing this strategy according to their features and tools, highlighted the main advantages of this strategy for rapid development of social networks.

scholarly journals Satisfaction of parents (legal representatives) with the quality of medical care provided to their disabled children

2021 ◽  
Vol 24 (2) ◽  
pp. 106-111
Author(s):  
Andrey P. Fisenko ◽  
Rimma N. Terletskaya ◽  
Irina V. Vinyarskaya ◽  
Elena V. Antonova ◽  
Vladislav V. Chernikov ◽  
...  
Keyword(s):  
Medical Care ◽  
Main Task ◽  
Disabled Children ◽  
Persons With Disabilities ◽  
Rehabilitation Programs ◽  
The Family ◽  
The Status ◽  
Quality Of Medical Care ◽  
The Individual

The aim is to identify parents’ (legal representatives’) satisfaction with the quality of medical care provided to their disabled children to improve this type of service further. Materials and methods. A sociological survey was conducted of 506 legal representatives of minors (aged from birth to 17 years) with the status of a disabled child. The study design is single-center, non-randomized, uncontrolled. Results. An analysis of the living conditions of a disabled child in the family, the parents’ assessment of his health status, the problems arising in the registration of disability, in the provision of medical and rehabilitation assistance, and issues of medical and social support made it possible to determine the position of this part of the child population in current legal and medical and social conditions. The main problems were the collection of a large number of documents when registering a disability, a long wait for the day of examination, the remoteness of the medical and social examination bureau, the lack of specialist doctors, problems with obtaining subsidized drugs, the lack of consideration of the individual needs of the child when conducting unique rehabilitation programs, the need to apply at the same time to various organizations and departments, violation of rights in the provision of medical services to a disabled child. Conclusion. The obtained information is very significant for further improving the provision of medical and social assistance to disabled children and children with disabilities. The main task today is to develop mechanisms for implementing the declared rights and freedoms of persons with disabilities, the obligations assumed by the State concerning them.

scholarly journals Financial Analysis as a Basis for Creation of the Financial Plan of the Selected Business Entity – Case Study

2021 ◽  
Vol 92 ◽  
pp. 03027
Author(s):  
Pavol Skocdopole
Keyword(s):  
Planning Process ◽  
Financial Analysis ◽  
Balance Sheet ◽  
Value Added ◽  
Sources Of Information ◽  
Financial Reports ◽  
Analysis Process ◽  
Income Statement ◽  
The Status ◽  
The Individual

Research background: Authors mentioned in the Research describe a financial analysis as first step of a financial planning process. It is an effective tool in the evaluation of a company’s financial efficiency on the basis of data from financial reports, where the individual data are sorted, aggregated and measured. The analysis usually consists liquidity, activity, profitability indicators and debt ratios. The result of the analysis should evaluate financial health and subsequently predict future of the focused company. Purpose of the article: The scope of this article is a practical application of financial analysis of the company. The main sources of information include financial statements balance sheet and income statement over the period of the last 3 years. Other sources are information obtained from employees of the company and information gained by studying a literature. Methods: The analysis process begins by identifying the main objectives and targets, continues by the methodical procedure, analysis of indicators and an interpretation of the analysis results. The main objective of the analysis is to evaluate the assets, the sources and the overall economic situation of the company. The key indicators that are the status and development of current and non-current assets, the status and development of equity and liabilities and a profit development. Findings & Value added: The financial analysis of a focused company was applied for the last 3-year time period. The worst status of the indicators occurred in the second year and after the subsequent intervention of the company management the result improved to sustainable status.

SITUATION OF CHILDREN WITH DISABILITIES IN CONTEMPORARY LEGAL, MEDICAL AND SOCIAL PROCESSES IN THE RUSSIAN FEDERATION

2021 ◽  
Vol 100 (4) ◽  
pp. 198-208
Author(s):  
R.N. Terletskaya ◽  
◽  
I.V. Vinyarskaya ◽  
E.V. Antonova ◽  
A.P. Fisenko ◽  
...  
Keyword(s):  
Children With Disabilities ◽  
Social Assistance ◽  
The State ◽  
Main Task ◽  
Persons With Disabilities ◽  
Rehabilitation Programs ◽  
The Family ◽  
The Status ◽  
The Russian Federation ◽  
The Individual

Despite the positive developments in the sphere of ensuring the special needs of disabled children, a comprehensive socio-hygienic assessment of the conditions and lifestyles, as well as of their families, has not been carried out in the recent years. The purpose of the study is to identify, through a sociological survey, the problems that a disabled child encounters in his life, in order to further improve the provision of medical and social assistance to him. Materials and methods of research: 506 legal representatives of minors (aged 0–17 years) with the status of a disabled child were interviewed. Study design: single-center, non-randomized, uncontrolled. Results: the study of the living conditions of a disabled child in the family, the assessment by the parents of the state of his health, the problems arising during the registration of disability, in the provision of medical and rehabilitation assistance, and issues of medical and social support, made it possible to determine the position of this part of the child population in modern legal and medical and social conditions. The main problems were the large number of documents required for the registration of a disability, the long wait for the day of the examination, the remoteness of the location of the medical and social examination bureau, the shortage of specialist doctors, the problem with subsidized drugs, the lack of taking into account the individual needs of the child when carrying out rehabilitation programs, the need to contact different organizations and departments, lack of medical and social assistance, violation of rights in the provision of medical services to a disabled child. Conclusion: The acquired information is important for the further improvement of the provision of medical and social assistance to handicapped children and children with disabilities. The main task today is to develop mechanisms for fulfilling the declared rights and freedoms of persons with disabilities and the obligations undertaken by the state in relation to them. The principle of individualization of the provision of various benefits, depending on the condition of a disabled child, his needs, material security, remains relevant.

scholarly journals Digital marketing and social networks

2021 ◽  
Vol 2021 (1) ◽  
pp. 146-152
Author(s):  
Olena Ugolkova ◽  
Keyword(s):  
Social Networks ◽  
Low Cost ◽  
Rapid Development ◽  
Digital Marketing ◽  
Audience Analysis ◽  
Goods And Services ◽  
Sharp Growth ◽  
Marketing Activities ◽  
Information Products ◽  
Marketing Tool

The rapid development of digital communication technologies, the spread of Internet access to the population, the growing number of smartphones, increasing the number of social network users and other factors are the reason for the sharp growth of online operations and services in recent years. In 2020, the Covid-19 epidemic was added to this list of factors, creating an additional impetus for the growth of online business. This situation causes significant changes in the implementation of marketing activities by enterprises. Digital marketing is an important tool that allows companies to achieve their marketing goals, as well as influence a large number of people at a relatively low cost. More and more consumers are spending a significant amount of time on the Internet searching for information, products and services, communicating with other consumers about their experience and interaction with companies. The purpose of this article is to substantiate the theoretical and practical provisions of the use of digital marketing in the enterprise, to characterize the possibilities of using social networks as a tool of digital marketing, taking into account their features, limitations and advantages. The article substantiates that in modern conditions it is not enough to have only a website for the enterprise. Social networks play an increasingly important role not only in people’s lives, but also in business activities, which is an additional but important way to attract the attention of potential customers and promote trust. The most effective ways to use Facebook as a marketing tool are analyzed (direct advertising, social posting, detailed audience analysis, link sharing). It also describes a number of features that should be considered for forming a digital marketing strategy in 2021 and 2022. It is concluded that marketing in social networks can be a valuable tool that will help create an Internet brand awareness for the company, increase trust in it and develop the demand for goods and services.

scholarly journals The problem of information hygiene and the relevance of late-antique ethics

2021 ◽  
Vol 17 (3) ◽  
pp. 399-406
Author(s):  
Alexander Pylkin ◽  
Vera Serkova ◽  
Maria Pylkina
Keyword(s):  
Brain Structures ◽  
Editorial Office ◽  
Late Antique ◽  
Active Growth ◽  
First Year Students ◽  
The Status ◽  
The Face ◽  
The One ◽  
The Individual ◽  
Concept Of Information

Today a completely new type of reality – «digital reality» – is being formed, which entails new challenges for individuals and society. Deep involvement in digital reality and the active use of its technical mediators creates a load on the psychophysics of the individual, which, especially in the stage of active growth, not only deforms behavioral patterns, but can also influence the formation of brain structures. Educational practices, through which society helped the individual to form their identity, lose their former certainty in the digital dimension. As a response to these challenges at the turn of the XX-XXI centuries, the concept of information hygiene was formed within the medical sciences, describing ways to minimize the destructive effects of the information environment. However, developed for a narrow field, this concept does not take into account the fact that psychophysical transformations under the influence of destructive influences of modern media threaten to destroy the basic constants of the human body. Positivist medicine, due to the specificity of its subject, does not see the eschatological horizon of the problem, on which the contours of our «posthuman future» are already clearly outlined. At this point, philosophy can and should recall that at the dawn of European civilization, medicine was inseparably an ethical program: a single set of practices – ascetic, hygienic, and mental-aimed not only at minimizing destructive influences but also at discovering and cultivating the individual's own humanity. Thus, in this article, the concept of information hygiene is thematized taking into account its historical and philosophical implications. On the one hand, it is intended to reflect the current specifics of the challenges, on the other – to take into account the experience of preventing destructive influences, practiced by late-antique philosophers in the status of «healers of the soul». For the empirical verification of this concept, the authors performed the following experiment. A group of first-year students were asked to spend a day without the Internet and describe their feelings and thoughts. The analysis of spontaneous ways to overcome deep involvement in digital reality allowed us to identify the most adequate forms of minimizing its destructive influences: avoidance of active leisure in the real world. These forms were in tune with the late-antique practices of self-care in the editorial office of the Epicurean school. This broader ethical consideration of information hygiene opens the way for theming a comprehensive approach to the problem of human survival in the face of digital reality

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