https://repository.hneu.edu.ua/handle/123456789/33406 Fri, 26 Jun 2026 22:59:13 GMT 2026-06-26T22:59:13Z https://repository.hneu.edu.ua/handle/123456789/41083 Назва: Tools for improving the effectiveness of marketing activities of agricultural enterprises Автори: Herashchenko I. M. Короткий огляд (реферат): The paper examines modern tools for improving the effectiveness of marketing activities of agricultural enterprises under conditions of market transformation, digitalization, and increasing competition. The study analyzes the specific features of agricultural marketing related to production seasonality, dependence on external environmental factors, limited resources, and changing consumer behavior. The main marketing tools that contribute to increasing enterprise competitiveness are identified, including marketing research, pricing policy, distribution optimization, communication strategies, and brand development. Particular attention is paid to the role of digital marketing technologies, including social media, e-commerce platforms, CRM systems, and analytical tools, which enable enterprises to expand markets, improve communication with consumers, and develop personalized offers. The research proves that the effectiveness of marketing activities depends on the integrated application of traditional and digital approaches, customer-oriented strategies, and data-driven decision-making. The main advantages and risks of using modern marketing tools are analyzed, including increased market reach, improved interaction with consumers, as well as challenges related to information reliability, technological dependence, and the need for professional competencies. Directions for improving marketing activities of agricultural enterprises are proposed through digital transformation, optimization of distribution channels, strengthening brand identity, and implementing sustainable development principles. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41083 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41082 Назва: The role of social media in the transformation of journalistic media communications Автори: Herashchenko I. M. Короткий огляд (реферат): The paper examines the role of social media in the transformation of modern journalistic media communications and their impact on professional practices, information dissemination, and audience interaction. The study analyzes how digital platforms have changed traditional approaches to news production, distribution, and consumption. The main features of social media influence are identified, including the transition to multimedia formats, increased speed of information dissemination, personalization of content, and the development of interactive communication between journalists and audiences. The research highlights that social media have transformed users from passive recipients of information into active participants in media processes through commenting, sharing, and content creation. The advantages of social media for journalism are analyzed, including global audience reach, real-time communication, analytical opportunities, and increased engagement. At the same time, the main challenges are identified, such as the spread of misinformation, information overload, dependence on platform algorithms, and the formation of “filter bubbles.” The study proves that social media have become a powerful tool for the development of journalistic communication, but their effective use requires adherence to professional standards, information verification, and the development of media literacy. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41082 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41081 Назва: Advertising and PR in the modern business environment: transformation and strategic role Автори: Herashchenko I.; Kupreieva P. Короткий огляд (реферат): The article examines the role of advertising and public relations in the modern business environment under the influence of globalization, digitalization, and increasing market competition. The study analyzes the transformation of marketing communications, the changing approaches to interaction with target audiences, and the strategic importance of advertising and PR in ensuring business competitiveness. Particular attention is paid to the integration of advertising and public relations as components of a unified communication system aimed at building brand reputation, establishing trust, and developing long-term relationships with stakeholders. The research identifies key trends in modern communication development, including the growing importance of digital platforms, social networks, personalized communication, data-driven marketing, influencer cooperation, and artificial intelligence technologies. The article highlights the transition from traditional one-way communication models to interactive approaches based on dialogue, audience engagement, and user-generated content. The main challenges of modern advertising and PR are analyzed, including information overload, ethical issues, data privacy risks, cultural differences in global markets, and the need for authentic brand communication. The study proves that advertising and public relations have evolved from traditional promotional tools into strategic mechanisms of business development, reputation management, and sustainable competitiveness. Directions for improving marketing communications are proposed through the implementation of digital technologies, analytical tools, integrated communication strategies, and socially responsible approaches. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41081 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41080 Назва: Venice in the era of social networks: impact on tourism, advantages and disadvantages Автори: Herashchenko I.; Humeniuk Z. Короткий огляд (реферат): The article examines the impact of social networks on tourism development in Venice, focusing on the processes of creating and distributing digital content, the use of social media platforms by tourists and tourism businesses, as well as their advantages and disadvantages. The study analyzes the role of social networks as modern communication tools that significantly influence the formation of tourist flows, destination image, and consumer behavior. Particular attention is paid to the opportunities provided by digital platforms, including increasing the visibility of Venice as a tourist destination, promoting local businesses, strengthening communication between tourists and service providers, and stimulating economic development. The research highlights the importance of visual content, geotags, hashtags, and influencer marketing in shaping travel decisions and increasing interest in cultural heritage sites. At the same time, the article identifies the negative consequences of uncontrolled social media influence, including overtourism, excessive concentration of visitors in popular locations, environmental degradation, pressure on urban infrastructure, and challenges related to preserving historical and cultural heritage. The study proves that social networks have become a powerful instrument for tourism promotion and destination management; however, their effective use requires the implementation of sustainable tourism strategies, responsible digital communication, and a balance between economic benefits and environmental preservation. Directions for further research are proposed, including the integration of social media management tools with sustainable tourism development mechanisms. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41080 2026-01-01T00:00:00Z