Purpose. The study aims to examine current trends in digital content marketing and the effectiveness of various communication channels in B2B and B2C segments during 2023–2025. The primary goal is to identify key factors for successful content marketing and assess the impact of audio and interactive channels on audience engagement.
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.
The article examines the phenomenon of Ukrainian memes as an element of the information space and public discourse. In particular, authors analyze the role of memes in the formation of public opinion, their influence on social attitudes and their ability to be a tool of informational struggle. The authors analyze the evolution of memes from entertainment content to a serious socio-cultural phenomenon that has significant potential in political discourse. Special attention is paid to political memes, which become the society’s reaction to events in Ukraine and the world.
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.
This text aims to present the general characteristics of the Internet and social media in Poland and Germany, taking into account the group of young consumers. Background to this observation are the characteristic of young consumers, in particular their role in the market. The purpose of the authors is also to show the role played by the Internet and social media in the market of young consumers.
Over the last couple of years social media have transformed the way in which marketing is carried out. The aim of this article is to present barriers that prevent SMEs to use Facebook for their marketing purposes. This article presents the research results carried out in Lodz Voivodship in Poland.