The Influence of Social Networks on the Choice of a University Brand by Generation Y

Social networks are actively penetrating into all spheres of our society. The influence of social media is strongly affected by the younger generation, who spends a lot of time in the virtual social space. The purpose of this study was to study the influence of social networks on the choice of a university brand by representatives of generation Y. The data was collected through an online survey using the Google forms service. The results obtained indicate that social media engagement has a positive effect on brand image. Firm-created and user-generated social media communication have a positive effect on brand equity in Higher Education Institutions. Brand equity positively influences Brand choice intention. The value of this study lies in the fact that it considered the influence of various factors on the formation of the intention of representatives of generation Y to choose brands of universities, taking into account the moderate effect of electronic word of mouth. The results obtained complement the scientific literature on the impact of social media on consumer behavior. The results of this study can help in understanding the choice of students of educational organizations, taking into account the influence of social networks and electronic word of mouth, which can help university marketing departments to promote brands more effectively in the social media space.

Influence of ICT on the Competitiveness of the Trade Sector in Kazakhstan

The theoretical frameworks of economic growth are considered, and key indicators for assessing the economic development of regions are identified. A cluster analysis of Kazakhstan's regions was conducted, according to a set of economic growth factors. Based on the results of the analysis, a classification of the country's regions is proposed. The level of economic development of regions, according to the theory of sustainable economic growth, was estimated using a number of indicators, which include innovation activity, human capital, private capital, public capital, regional accessibility, regional concentration, and gross regional product (GRP) per capita. Thus, with the help of cluster analysis of factors of socio-economic development of Kazakhstan's regions, we were able to structure indicators of their economic growth by the degree of similarity, and identify 8 regional clusters. The results obtained can be used in the formation of economic, social, and financial policy of the state, taking into account regional features of the Republic's development.

Rebranding of OLX Ad Service Platform

The report describes the methodology for conducting marketing research, and records the results of the work done. All the knowledge gained about the topic of rebranding is described in the literature review. To prove the hypothesis, a survey was conducted with various groups of people. The results of the study are summarized and recommendations are described. Branding is a whole science that includes various directions in working with brands, one of which is rebranding. Rebranding is a brand-changing system that companies resort to in various not-so-good situations. Nowadays, there is a problem associated with the rebranding process itself, companies do not understand that the problem is not in the wrong choice of the target audience, but in the fact that the brand may turn out to be unpleasant to the eye, uninteresting or not well adapted to modern conditions. Rebranding is something that will never lose its relevance because companies change, develop, modernize and, in general, try to adapt to situations.

Development of the agro-industrial complex in Kazakhstan

The article is devoted to the analysis of foreign trade in agricultural products of the Republic of Kazakhstan. The analysis of indicators of export of agricultural products of the country. In the process of studying the foreign trade turnover of agricultural products of Kazakhstan, identified the main trading partners or importers of agricultural products of the Republic. The analysis of changes in the structure of exports of agricultural products of the Republic to the countries of the Commonwealth of Independent States and the rest of the world. The main agricultural products occupying significant shares in the structure of export of the Republic are determined. For the analysis, a statistical review of the dynamics of foreign trade in agricultural products over the last five years is presented. The analysis of indicators of production of agricultural products, as well as the share of manufactured products for export (Simić, Stankov, 2020). The study confirmed that the share of agricultural exports in the overall structure of the country's exports is insignificant. A significant part of the exported agricultural products are directed to the CIS countries and neighboring countries. A significant part of the export of agricultural products falls on cereals. The share of this category of goods in the total income from exports of food and agricultural raw materials is 90 percent. Thus, exports and foreign trade in agricultural products in General are a source of growth of the agricultural economy for the country, the external factor is important to take into account when building forecasts of economic growth and modeling the economic policy of the country in the field of agriculture.

Projection of Deming Principles to the Kazakhstani Higher School

The article presents a thorough analysis of the essence and the content of 14 quality management principles created by Professor E. Deming, functioning in relation to the conditions of the Kazakhstani system of higher and postgraduate education. The article investigates relevance and significance of the problem with a due regard to the influence of modern university external and internal environment. It is concluded that it is necessary to simultaneously use these interrelated principles, only after deep understanding and adaptation of their content to the specifics, organizational culture and management capabilities of each university.