DSpace Зібрання:https://repository.hneu.edu.ua/handle/123456789/370592026-04-03T22:41:29Z2026-04-03T22:41:29ZMarketing of values in the human capital formation hierarchy: Structural transformation and impact assessmentGolovnina O.Mazur I.Bilovodska O.Denysenko M.Prokopenko K.https://repository.hneu.edu.ua/handle/123456789/371152025-08-14T10:39:02Z2025-01-01T00:00:00ZНазва: Marketing of values in the human capital formation hierarchy: Structural transformation and impact assessment
Автори: Golovnina O.; Mazur I.; Bilovodska O.; Denysenko M.; Prokopenko K.
Короткий огляд (реферат): Human capital determines the quality of well-being, innovations, resources, and competitiveness of the country in the international arena. The influence of the marketing of values plays an exceptional role in shaping its structure. Based on the above considerations, the purpose of the study was to model the impact of demographic, social, financial, and economic factors, as well as the marketing of values (Marketing 3.0) components, on human capital development through dynamic and regression analysis within a public-private partnership project. A pilot study, conducted through expert surveys (interviews and questionnaires) from 2022 to 2024, helped clarify the structure and impact of the marketing of values on human capital formation. A three-dimensional model and an adaptation matrix for assessing the influence of the marketing of values on human capital development were proposed. The influence rating of the components within the marketing of values was justified: 26.1% due to innovative and omnichannel marketing, 23.2% – due to social and ethical marketing, 17.4% – due to ecological marketing, 7.2% – due to aesthetic marketing. The component-by-component assessment revealed the greatest influence of environmental marketing on physiological capital (60%); omnichannel marketing on social capital (60%) and on the effect of public goods (50%); innovative marketing on entrepreneurial capital (60%) and intellectual capital (50%); social and ethical marketing on the effect of public goods (50%). It was proven that the effect of human capital formation is determined by the impact of the marketing of values components. The proposed concept outlining how the marketing of values affects the structure of human capital, along with the adaptive quantitative assessment matrix, should be applied to optimise the influence of the marketing of values on human capital across all levels of the national economy.2025-01-01T00:00:00ZInvestment banking innovations as a response to current threats to sustainable developmentTkachov Z.Pryiatelchuk O.https://repository.hneu.edu.ua/handle/123456789/371142025-08-14T10:17:42Z2025-01-01T00:00:00ZНазва: Investment banking innovations as a response to current threats to sustainable development
Автори: Tkachov Z.; Pryiatelchuk O.
Короткий огляд (реферат): The study was devoted to analysing the impact of the latest technologies, such as blockchain, artificial intelligence, algorithmic trading, and financial technologies, on investment banking in the period from 2019 to 2024. Within the framework of the paper, an analysis of the approaches of leading investment banking centre countries to the introduction of innovations was conducted. The main results showed that the implementation of blockchain allowed reducing the cost of processing financial transactions by up to 30% and lowered their execution time to several seconds, which substantially increased the efficiency of processes in international transfers. Artificial intelligence helped reduce costs by 15% by improving data analysis processes, and algorithmic trading covered 70% of the volume of transactions in the market, increased liquidity and decreased the cost of executing transactions by 30%. The introduction of financial technologies, which grew by 25% in 2023, made financial services available to a wide range of users, including through mobile platforms and innovative solutions such as crowdfunding. This study also determined that companies with a high level of innovation had 30% more successful projects. In addition, the analysis showed that the integration of environmental, social and governance aspects led to an improvement in the financial performance of institutions, in particular, an increase in market capitalisation by 4-6%. The results of the study highlighted the importance of investing in the latest technologies to ensure the sustainability of investment banking in the face of global threats to sustainable development, such as economic instability, climate challenges, and digital inequality. The practical importance of the study lies in the fact that it provided recommendations for financial institutions on the introduction of technological innovations that contributed to improving their financial stability.2025-01-01T00:00:00ZLinkedIn as a key tool for targeted advertising in industrial B2B marketingOklander M.Karandin O.Ptashchenko O.Dybach I.https://repository.hneu.edu.ua/handle/123456789/371132025-08-14T08:47:28Z2025-01-01T00:00:00ZНазва: LinkedIn as a key tool for targeted advertising in industrial B2B marketing
Автори: Oklander M.; Karandin O.; Ptashchenko O.; Dybach I.
Короткий огляд (реферат): As digital marketing becomes increasingly focused on reaching the right audience with the right message, many industrial B2B companies are turning to LinkedIn to connect with decision-makers in a more targeted way. While the platform is gaining popularity in professional circles, there is still a lack of in-depth research into how well LinkedIn works specifically for businesses that deal with complex products and long sales cycles. The aim of this study was to evaluate the effectiveness of LinkedIn as a targeted advertising platform in the context of industrial business-to-business (B2B) marketing. Utilising a combined methodology – comprising in-depth interviews of 25 industrial marketing professionals and secondary data from publicly available industry reports – this research assessed LinkedIn’s adoption rates, targeting capabilities, performance metrics, and return on investment. Findings indicate a high adoption level of LinkedIn Ads, with an average of 32% of digital marketing budgets allocated to this channel. Although cost-per-click and cost-per-lead often exceed those of other social media platforms, the quality of leads generated is notably higher, reflecting strong conversion rates (5-9%). The precise segmentation features – particularly targeting by job title, industry, and company size – proved instrumental in reducing lead waste and improving campaign relevance. Despite the learning curve and the need for specialised technical content, most participants reported significant return on investment, largely attributed to reaching highly relevant decision-makers. Best practices for maximising LinkedIn’s potential include dedicated landing pages, thorough A/B testing, and strategic retargeting. These results indicated LinkedIn’s role as an essential platform for industrial B2B marketers aiming to balance higher upfront costs with the long-term value of engaged, high-intent leads. This research’s findings can be used by industrial B2B firms to achieve higher lead quality and conversion rates by strategically allocating budgets to LinkedIn, leveraging advanced targeting and ABM features, and investing in technically robust content tailored to decision-makers.2025-01-01T00:00:00ZDevelopment of the financial monitoring system to increase the level of financial security of Ukraine in the conditions of threatsBrezhnieva-Yermolenko O.Hanziuk S.Gurzhiy T.Nitsenkо V.Mazur Yu.https://repository.hneu.edu.ua/handle/123456789/371122025-08-14T08:35:56Z2025-01-01T00:00:00ZНазва: Development of the financial monitoring system to increase the level of financial security of Ukraine in the conditions of threats
Автори: Brezhnieva-Yermolenko O.; Hanziuk S.; Gurzhiy T.; Nitsenkо V.; Mazur Yu.
Короткий огляд (реферат): The growth of threats to the financial system and the change in their directions necessitates the urgent need to improve the State Financial Monitoring Service (SFMS) of Ukraine. The purpose of the study was to determine the directions of development of the SFMS to increase the level of financial security of the country. Using the method of critical analysis, inconsistencies of legal norms regarding the SFMS were identified. This substantiated the need to expand the functions of the SFMS both to prevent criminal acts and illegal activities. It was established that increasing the level of financial inclusion of Ukrainians determines the growth of the social significance of the SFMS. The directions of institutional regulation of the SFMS, priorities for the development of this service, indicative control markers, and improvement of supervisory actions were proposed. Using the method of analysis and synthesis, an asymmetric response to suspicious financial transactions by different categories of primary financial monitoring subjects was established. It was indicated that this violated the fundamental principle of the integrity of the SFMS and devalued its activities. It is substantiated to provide SFMS with the function of coordinating sectoral regulatory documents on financial monitoring, expanding administrative supervision over primary financial monitoring subjects, and strengthening imperative signs of punishment for failure to comply with the requirements of financial transaction control. The identified priorities for SFMS development, clarification of the norms of framework legislation in this area, and indicative markers of control of illegal transactions for financial security specialists are of practical value for institutional structures.2025-01-01T00:00:00Z