соціальні медіа

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 relevance and key aspects of managing imagemaking technologies to create a strong personal brand in the digital environment. In conditions where human capital becomes a unique competitive resource, the purposeful formation of an image and the creation of a ‘human brand’ are of paramount importance. The essence of the ‘personal brand’ concept is revealed as an intangible asset based on unique qualities, professionalism, and their public demonstration, in contrast to an image, which is a purposefully formed representation.

The authors argue that the impact of globalisation on the transformation of traditional threats to the international community caused the emergence of new asymmetric threats. The newest asymmetric threats come from "weak" states or groups, in various ways, which, without military superiority, can cause significant damage to stronger international actors. The article analyses the main characteristics of asymmetric threats, including their intensity, probability, and timeframe, which allow weaker actors to inflict damage.

Given the ambiguity of the impact of social media on individuals, it is crucial to find effective regulatory mechanisms that allow for the successful utilization of this resource in adapting to the changing conditions of today. The article analyzes the influence of a person’s social intelligence on their inclination towards the productive use of modern digital technologies, particularly social media.

The article deals with the dynamics of online fundraising in Ukrainian non-profit organizations, analyzes its tools and features, describes the main tendencies in using online technologies, examines new formats, opportunities, effective tools for the development of non-profit sector and identifies processes,that are necessary for effective functioning of non-profit organizations in context of digitalization due to the transition to online format. The world experience of various models regarding the application and use of online technologies is analyzed.

A methodological basis for building a decision support system for the promotion of commercial online resources using social media technologies was developed by the authors in the article. An analysis of the features of search engine promotion using social networking technologies and services has been carried out, which revealed that, currently, the implementation of the latter requires the use of new approaches to promotion. An analysis of SMOs and SMMs promoted models was carried out, which allowed us to identify the main factors that are used to promote commercial online resources.