Innovative Digital Guerrilla Marketing

Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.

THE ATTITUDE OF RUSSIANS TO MONETARY POLICY BEFORE THE COVID-19 CRISIS AND ON ITS BACKGROUND

В политической и экономической психологии существует дефицит исследований отношения граждан к экономической политике и отдельным ее видам. Цель данной работы состояла в выявлении характеристик отношения к денежно-кредитной политике и ее субъектам в предыдущие годы и на фоне ситуации распространения коронавирусной инфекции COVID-19 в 2020 г. Дополнительно решалась задача проверки авторского опросника отношения к денежно-кредитной политике (ОДКП) на надежность и конструктную валидность. До эпидемии было выполнено три замера (всего 164 чел.) на сходных по демографическим характеристикам выборках (в 2016 г., 2017 г. и в конце 2018 и начале 2019 гг.). В мае 2020 г. на фоне экономического кризиса в ситуации распространения коронавирусной инфекции COVID-19 был выполнен еще один четвертый замер (113 респондентов, средний возраст 37 лет, 51% мужчин и 49% женщин). Результаты исследования позволили выявить проблемные зоны отражения гражданами ДКП в России, в частности слабое доверие ее институтам. Основные претензии респондентами предъявлялись к низкой степени прозрачности политики Центробанка и к ее зависимости от иностранного влияния, а также к слабой поддержке бизнеса и производства, с дефицитом дешевых кредитов для бизнеса. На фоне реализации программы финансовой поддержки населения во время эпидемии был выявлен статистически значимый положительный сдвиг в оценке субъектов ДКП и их деятельности. При этом упростилась структура отражения ДКП в обыденном сознании граждан. In political and economic psychology, there is a shortage of research on the attitude of citizens to economic policy and its individual types. The purpose of this study was to identify the characteristics of attitudes toward monetary policy and its subjects in previous years and against the background of the spread of the COVID-19 in 2020. In addition, the task of testing the author’s questionnaire on monetary policy attitude (AMP) and its checks for reliability and design validity realized. Before the epidemic, three measurements (164 people in total) were performed on samples with similar demographic characteristics (in 2016, 2017, and at the end of 2018 - beginning of 2019). In May 2020, against the backdrop of the economic crisis in the situation of the spread of infection COVID-19, another fourth measurement was performed (113 respondents, average age 37 years, 51% men and 49% women). The results of the study revealed the problem areas of the reflection of monetary policy in Russia by citizens’ weak trust in the institutions of this policy. The main complaints by the respondents were to a low degree of transparency of the Central Bank's policy and its dependence on foreign influence, as well as to poor support for business and production, with a shortage of cheap loans for business. Against the background of the implementation of the program of financial support for the population during the epidemic, a statistically significant positive shift was identified in the assessment of the subjects of monetary policy in Russia and their activities. At the same time, the structure of the reflection of monetary policy in the ordinary consciousness of citizens was simplified.

DISCOVERING POLICY, ATTITUDE, AND CONSTRAINTS ON SCHOOL-BASED MANAGEMENT

Purpose of the study: This research mainly focuses on identifying and analyzing policies, attitudes, and constraints made by the bureaucrats of education and other school stakeholders about the existence of school-based management (henceforth called SBM), and further it examines the obstacles encountered in implementing school-based management. Methodology: The research used is descriptive analysis. In assessing data, this study used two types of measurements, namely, questionnaires and interviews. The questionnaire was used to explore the attitude of the stakeholders toward the existence of SBM. A total of 520 respondents have distributed the questionnaires which contained 60 items of each of these categories: instructional competence (10), professional competence (10), financial competence (10), and leadership issue (30). Furthermore, in the interview section, all four respondents are from each representative of four districts; Banda Aceh, Aceh Besar, Sigli, and Lhokseumawe. The framework of interview guidelines was then adapted from Daresh, et al. (2010) and the interview is eventually to grasp the respondents’ views on the obstacles and constraints on the implementation of SBM. Main Findings: The results of this study reveal that there were no written policies drawn up at the provincial and district level of the ministry of education about the implementation of SBM. Most stakeholders more than 50% tended to view the existence of SBM as positive. Although SBM has never been formally implemented in schools, some schools have started implementing some of the SBM concepts. Applications of this study: The researchers found that there are a variety of obstacles faced during the implementation, including decentralization, authority, decision-making, knowledge of management practices, roles and responsibilities, compensation, finance, leadership, and community care. Novelty/Originality of this study: To date, there is a limited amount of studies with their main focus on school-based management in Indonesia. Based on the written policies of school-based management is considered one of the vital elements to reach a good education. Besides, schools must have SBM due to it is regarded as the guideline to examine whether the bureaucrats of education and school stakeholders have already implemented the regulation to run the education accordingly.

Factors influencing the intention to subscribe to voluntary social insurance of farmers: A case study in Phu Yen Province

To verify the factors affecting the intention to subscribe to voluntary social insurance of farmers in Phu Yen Province, the study made use of primary data collected from the survey on 325 farmer households in 4 localities in Phu Yen. Employing a model with 7 independent variables, we found that the intention to voluntary subscription to social insurance of Phu Yen farmers is determined by 5 factors, including “Awareness of voluntary social insurance policy”, “Attitude towards subscription”, “Risk awareness”, “Subscription procedures”, and “Moral responsibility”. Based on this result, we propose some policies to encourage farmers in Phu Yen to voluntarily participate in social insurance, in particular renewing organizing quality, raising farmers’ awareness of the necessity for voluntary social insurance, improving policy mechanisms and strengthening the State’s management.

Taking Policy for Granted in the Context of Scientific Innovation

The purpose of this qualitative inquiry is to attempt to elucidate the policy attitude as it appears within the context of scientific innovation. A phenomenological anthropological approach to qualitative inquiry was utilized in order to explicate the human scientific meaning of a specific attitude driven by an interest in a sociocultural context. The policy attitude can be described as an attitude upholding a meaning based upon a collaborative ideal, marked by a hybridization of values and organizations. The policy attitude is thus submissive to political trends and business organizational structures, goals, and objectives. As the world of science becomes an integrated part of the world of policy and industry, it could be argued that policy attitude influences how we perceive knowledge, in which qualitative inquiry in the human sciences is by no means excluded.