цифрові платформи

This article explores entrepreneurial strategies in the food industry, highlighting the growing role of digital platforms, social media, and innovative technologies in shaping consumer behavior and business development. The study emphasizes how personalized marketing campaigns, data- driven promotion tools, and brand positioning practices affect consumer decision-making, influence purchasing motivation, and facilitate effective market segmentation.

The article explores the socio-communication aspects of the application of New Games Journalism (NGJ) in the e-sports reality, in particular in the Ukrainian media space. Particular attention is paid to the analysis of the audience’s information needs, based on the results of a survey of users of the Ukrainian esports platform Players. It was found that the key factors influencing the popularity of e-sports media are the efficiency of content presentation, the level of analytics, and the direct presence of journalists at tournaments.