ТЕХНОЛОГІЯ БЛОКЧЕЙН ДЛЯ ВИРІШЕННЯ ПРОБЛЕМ ЦИФРОВОГО МАРКЕТИНГУ

This article examines the security issues of digital marketing. Blockchain is a revolutionary technology that will continue to evolve due to mass digitization, which in turn is due to the COVID-19 pandemic. The purpose of this study is to analyze the benefits of using blockchain technology in digital marketing. The subject of the study are acute and topical issues of digital marketing. The hypothesis of the study is the assumption that all blocks and ever performed transactions of network users are connected to each other using complex algorithms. Attempting to change anything in one of the blocks destroys the integrity of the chain and is rejected by the computers of other participants. Presentation of the main material. The article describes the key areas of use of blockchain technology in digital marketing, describes the new business models of digital enterprises. The relations of new business models of digital economy are determined. The most viable blockchain startups in the field of digital advertising are considered. The disadvantages and advantages of blockchain technology in marketing are identified. Originality and practical significance of the study. The study emphasizes that the relationship between businesses and consumers is being reviewed as trust, which is usually passed on through mediation, is strengthened and data becomes more secure under customer control. This level of visibility allows users to interact with companies and give them access to their information, ultimately changing the dynamics of customer relationships. Conclusions and prospects for further research. Note that the choice of blockchain technology will allow companies to shift the importance of marketing activities to move towards creating a digital product and forming a new value chain for the consumer.

Expanding the Locus of Resistance: Understanding the Co-constitution of Control and Resistance in the Gig Economy

Existing literature examines control and resistance in the context of service organizations that rely on both managers and customers to control workers during the execution of work. Digital platform companies, however, eschew managers in favor of algorithmically mediated customer control—that is, customers rate workers, and algorithms tally and track these ratings to control workers’ future platform-based opportunities. How has this shift in the distribution of control among platforms, customers, and workers affected the relationship between control and resistance? Drawing on workers’ experiences from a comparative ethnography of two of the largest platform companies, we find that platform use of algorithmically mediated customer control has expanded the service encounter such that organizational control and workers’ resistance extend well beyond the execution of work. We find that workers have the most latitude to deploy resistance early in the labor process but must adjust their resistance tactics because their ability to resist decreases in each subsequent stage of the labor process. Our paper, thus, develops understanding of resistance by examining the relationship between control and resistance before, during, and after a task, providing insight into how control and resistance function in the gig economy. We also demonstrate the limitations of platforms’ reliance on algorithmically mediated customer control by illuminating how workers’ everyday interactions with customers can influence and manipulate algorithms in ways that platforms cannot always observe.

Control, Security, and Risk in the Cloud

This chapter discusses the risks in cloud computing. Concerns are often raised about decreased customer control and increased provider control of data in clouds, particularly regarding data security (confidentiality, integrity, and availability), fuelled perhaps by the relative lack of information available to customers regarding details of providers' components, suppliers, and mechanics. Colocation risks may also exist. One concern is the leakage of data to others sharing the infrastructure. Another consideration is that if hardware thought to contain a third party's target data is seized by authorities, data of other tenants sharing that hardware may be exposed also. Ultimately, cloud services differ in the degree of control and flexibility afforded to customers (and accordingly in their responsibility for security), and the extent to which providers or sub-providers can access user data. Much depends on a service's type and design. Prospective cloud users may manage their cloud risks not just through technological or contractual means, but also through insurance.

Management accounting in the supply system at processing enterprises

Currently, the establishment and maintenance of management accounting is one of the priority conditions, which enables the Heads of enterprises to make timely decisions in the field of management. Directions of development, production capacity, types of produced products – all these parameters require analysis, systematization and accounting. The responsibility of all levels of administration for the efficiency of production, economic and financial activities is increasing. The authors studied the procurement process at sausage production enterprises, including the procedures for the purchase, delivery, acceptance, storage and pre-sale preparation of products. It has been determined that the following factors influence the organization of accounting system in this industry: finished products are obtained as a result of processing of primary raw materials; features of technological process depend on the type of raw materials, recipes; sausage production is distinguished by high level of mechanization and automation. The conducted studies show that management accounting does not always ensure the fulfillment of all tasks assigned to it. According to the authors, they can be supplemented with the following list: provision of information on the availability of raw material base; formation of budgets and forms of management reporting for raw materials supplied by the customer; control over compliance with sanitary and hygienic standards, quality of raw materials and finished products; providing data on product line, availability of ecological packaging. The solution of these problems contributes to the increase in the efficient and effective management; reduction of labor costs for executives and managers who make decisions on information and settlement processes.

Digital altruism: strategi kepercayaan pendonasi Kitabisa.com dalam membangun solidaritas sosial

- The digital world continues to develop today in all fields of life. The presence of the internet and its digitalization further enliven business, social activities, education, and others. One of the humanitarian activities in building social solidarity that is currently developing and supported by digitalization is fundraising or crowdfunding activities. Fundraising is an activity that is not easy to do. In collecting funds it is not uncommon to have distrust from people or institutions that want to make donations. Especially nowadays where a lot of fraud occurs, including in fundraising. The credibility of donation search institutions is also one of the considerations of donors. One of the institutions that are active in digital-based fundraising is Kitabisa.com. In the course of the book, Kitabisa.com was a success and was successful in every digital campaign. Departing from this, in this study researchers were interested to find out how the Kitabisa.com strategy in building the trust of donors to be willing to donate money to this institution. This study uses a qualitative method, where the object of the research are the new donors and also old donors who are active donate in Kitabisa.com. The theory used as a reference in this study is the 6 elements of the Trust pyramid according to Petrovic, Ksela, Fallenbock & Kittl (2003). The six elements are (1). State of the art security, (2) Merchant Legitimacy, (3) Fulfillment, (4) Tone and Ambience, (5) Customer Control and (6) Consumer Collaboration. The Research shows that the six components are taken into account by the institution Kitabisa.com in building trust for their donors. In addition, in terms of donation, this is their reference in making donations to trusted institutions to support solidarism. Keywords: Digital Altruism; Strategy; Trust; Donation; Social Solidarity.

Consumer control, dependency and satisfaction with online service

Purpose The purpose of this paper is to develop and test a new conceptual model in an online service context. The model focuses on an important, yet often neglected customer-oriented construct, i.e., user “control”, which is embedded in consumer behaviour when accessing the internet. The study examines the relationship between control, online dependency, online encounter satisfaction and overall satisfaction. It explains the strategic implications surrounding customer control and online dependency as means for enhancing customer satisfaction. Design/methodology/approach A questionnaire was developed drawing on a combination of existing and new measurement items for the constructs in question. The instrument was later pilot tested on two consecutive occasions ahead of the main survey. A random sample of Hong Kong banking consumers was approached and interviews were undertaken via telephone. The data were analysed via confirmatory factor analysis and structural equation modelling was used to test the hypotheses relating to the model. Findings The findings reveal positive relationships between control and online dependency, and control and online encounter satisfaction. Meanwhile control, online dependency and online encounter satisfaction lead to overall satisfaction. Originality/value This study proposes a counterintuitive argument that while online service customers gain control of the online service process, they become more dependent on it, and their control and dependency also lead to their satisfaction, at both the online service encounter level and corporate level. Drawing on the pertinent literature, this is the first study to examine the importance of two information system constructs, i.e., control and online dependency, as predictors of consumer psychological fulfilment, i.e., satisfaction. The findings confirm that control as an initiator and driver of customer satisfaction in an online context, and online encounter satisfaction, further contributes to overall satisfaction at the corporate level.

Is more customer control of services always better?

Purpose Research on empowerment and service co-production assumed that customers want more control and that more control is better. An empirical test of this assumption, however, is lacking. This study tests this assumption by not only focusing on the customer’s capacity and opportunity for control, but also taking into account the customer’s desire for control. Design/methodology/approach This study uses an experiment employing video clips depicting a service encounter in a banking context in which control beliefs are manipulated. Findings This study shows that more control in services is not always better because individuals vary in their desire for control; that state-measures of control are effective predictors of relevant attitudinal and behavioral effects like satisfaction and loyalty, and that the mechanism which produces these effects is the consistency between control beliefs. Research limitations/implications Future research on customer empowerment and service co-production should acknowledge the pivotal role of variations in desire for control, focus on inconsistencies in control beliefs to predict effects, and measure control beliefs as varying states rather than as stable personality traits. Practical implications Enhancing customer control of a service may primarily mean: giving the customer the option to control or not to control the service. Originality/value This study contributes to literature and marketing practice by demonstrating that more control may have negative effects and by demonstrating the mechanism by which these effects occur.