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Рр. 4 – 11
UDC 332.1
DOI: 10.24412/2071-3762-2025-4334-4-11
Brand Value of the Region on the Example of the Volga Federal District
Lesnykh Nadezhda Yuryevna,
Senior Lecturer of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0009-0004-1088-7781
Sozinova Anastasia Andreevna,
Doctor of Economics, Professor, Professor of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0001-5876-2823
Savelieva Nadezhda Konstantinovna,
Doctor of Economics, Professor, Professor of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0002-9497-6172
Fokina Olga Vasilyevna,
PhD in Economics, Associate Professor, Head of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0002-6697-3353
The article is devoted to the assessment of the value of territorial brands. The value of geobrand is an indicator of socio-economic development of the territory and can show the presence of regional development disproportions. Based on the content analysis of scientific literature, the authors conclude that there is no methodology for assessing the value of a regional brand, applicable without using the results of research of foreign marketing agencies in the calculations, which in modern geopolitical conditions emphasises the need to develop a methodology for assessing the value of the brand using Russian statistics. The scientific novelty of the work lies in the adaptation of V.N. Domnin’s methodology for calculating the value of the region’s brand. The adapted methodology uses data only from official domestic sources and applies mathematical methods. Approbation of the methodology is presented on the example of calculating the brand value of the Kirov region. As a result of the research the rating of the regions of the Volga Federal District in accordance with the value of their brands is presented. The article has practical significance for the formation of strategic planning documents by public authorities from the position of reflecting the level of socio-economic development of the region in the brand value.
Keywords: territorial brand; regional brand; value assessment; branding; socio-economic development of the region.
Рр. 12 – 15
УДК / UDC 659.3
DOI: 10.24412/2071-3762-2025-4334-12-15
Strategies of Promotion and Monetisation of Animation Projects in Social Networks: Comparative Analysis of Approaches and Practices
Rubailov Nikita Nikolaevich,
postgraduate student, Department of Marketing, G.V. Plekhanov Russian University of Economics; 36, Stremyannyi per., Moscow, Russia
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https://orcid.org/0009-0007-5487-6701
Nikishkin Valery Viktorovich,
Doctor of Economics, Professor, Marketing Department, G.V. Plekhanov Russian University of Economics; 36, Stremyannyi per., Moscow, Russia
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This study analyses strategies for promoting animation projects on social media, including a comparative review of approaches and practices on key platforms. Based on theoretical models (Uses and Gratifications, diffusion of innovations, Hofstede’s cultural dimensions) and empirical data, the features of YouTube, TikTok, Instagram*, Facebook* and X (Twitter) are considered in the context of distribution and audience engagement. Successful cases (Masha and the Bear, Amazing Digital Circus, Rick and Morty) are analysed, highlighting the role of localisation and viral marketing. Monetisation methods (AdSense, branded deals, subscriptions), their impact on promotion strategies and development prospects (AI, VR/AR) are studied. The results of the study offer practical recommendations for animation studios and marketers, adapted to the dynamics of the digital environment.
Keywords: animation, social media, promotion, localisation, monetisation, YouTube, TikTok, alternative platforms, global market.
Рр. 16 – 23
UDC 332.024
DOI: 10.24412/2071-3762-2025-4334-16-23
Study of Customer Satisfaction with Furniture Market Products (on the Example of Individual Entrepreneur Sher N.Z., Vladivostok)
Zhokhova Valentina Vladimirovna,
PhD in Economics, Associate Professor of the Department of Marketing and Trade, Vladivostok State University; 41 Gogol St., Vladivostok, Russia
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https://orcid.org/0000-0001-9934-2702
Kusursuz Anastasia Ivanovna,
Student of the Department of Marketing and Logistics, Vladivostok State University; 41 Gogol St., Vladivostok, Russia.
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https://orcid.org/0009-0009-2951-8034
Boeva Diana Vadimovna,
Student of the Department of Marketing and Logistics, Vladivostok State University; 41 Gogol St., Vladivostok, Russia.
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https://orcid.org/0009-0008-0877-9326
The relevance of the research topic is determined by the high level of competition in the regional market and changing preferences of consumers, which makes it necessary to understand the factors that influence the choice of goods and services. In conditions of dynamically developing furniture market, where competitiveness is determined not only by price parameters, but also by quality, design, environmental friendliness of materials and level of service, customer satisfaction becomes a key factor of success and development of the enterprise. Characteristic features of the furniture industry, such as a long life cycle of goods, a high degree of customer involvement in the selection process and the importance of the emotional aspect of the purchase, emphasise the need to study customer satisfaction and its analysis by enterprises. This paper presents a study of consumer satisfaction in the furniture market on the example of the enterprise IE Sher N.Z. in Vladivostok, Primorsky Krai.
Keywords: furniture market; customer satisfaction; CSI method; consumer behaviour; customer service; purchase cycle, marketing tools.
Рр. 24 – 30
UDC 339.138
DOI: 10.24412/2071-3762-2025-4334-24-30
Contemporary Risks and Brand Sustainability Strategies in the Soft Drinks Industry
Dzhendubaeva Samira Azamatovna,
PhD in Jurisprudence, senior lecturer, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-4671-7480
Papulov Arseniy Vladislavovich,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0003-0745-6027
The modern soft drinks market is characterised by high competition, digitalisation of consumer behaviour and growing demands for transparency, safety and ethical production. The aim of the research is to systematise the key risks for brands (reputational, operational, digital) and develop recommendations on how to minimise them. Based on the analysis of cases of Coca-Cola, PepsiCo and other companies, it was revealed that the threats are complex: supply chain disruptions, environmental scandals (‘greenwashing’), counterfeiting, viral negativity in social networks. Methods of qualitative analysis of real situations, secondary data, theoretical framework and comparative evaluation of strategies of large corporations and small enterprises were used. The results showed that successful risk management requires technology integration (blockchain for raw material tracking, AI monitoring of social media), enhanced supplier auditing and adaptation to cultural specificities of markets. Particular attention is paid to the role of ethical production, clean label and recyclable packaging as competitive advantages. Three-level strategies are proposed: threat prevention, rapid response (crisis communications) and reputation restoration through ESG principles. The study emphasises that ignoring current trends leads to loss of trust and market share. The perspectives of the work are related to risk analysis for small businesses and the application of AI in crisis prediction.
Keywords: reputational risks; brand safety; counterfeit products; digital risks; sustainable development.
Рр. 31 – 39
UDC 316.422
DOI: 10.24412/2071-3762-2025-4334-31-39
Methods for Improving VKontakte’s Position in the Russian Ranking of Social Networks Based on User Experience Research
Vinokurov Alexander Yurievich,
Master’s student of the Department of Marketing, Peoples Friendship University of Russia; 6, Miklukho-Maklaya st., Moscow, Russia
https://orcid.org/0000-0001-6672-0746
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Mitrakhovich Natalia Alexandrovna,
Bachelor of Higher School of Management, Saint Petersburg State University; 7/9, Universitetskaya nab., Saint Petersburg, Russia
https://orcid.org/0009-0007-2993-2847
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Minaev Pavel Andreevich,
Master’s student of the Department of Applied Economics, Peoples Friendship University of Russia; 6, Miklukho-Maklaya st., Moscow, Russia
https://orcid.org/0009-0008-1311-2980
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For several years now, the Russian social media and messenger market has been actively adapting to domestic solutions. The recognition of several popular Western social networks as extremist and the slowdown of YouTube video hosting has led to a massive migration of users to domestic sites. The VK ecosystem has become the most beneficial from these changes. This article aims to find out the attitude of users and their level of loyalty to popular social networks and evaluate the following hypothesis based on the results of the study: «The share of VK (VKontakte, Odnoklassniki, Zen) in the social media market has grown not because of a significant improvement in the customer experience, but because of other, mainly external factors.»
Keywords: rating of social networks; digital ecosystem; VKontakte; Telegram; user experience; increasing the position of the social network.
Рр. 40 – 45
UDC 339.17
DOI: 10.24412/2071-3762-2025-4334-40-45
The Impact of Internal and External Marketing Tools on Managing Consumer Behavior on Marketplaces
Sayadyan Roland,
Postgraduate Student, Department of Marketing, Financial University under the Government of the Russian Federation; 15 Verkhnyaya Maslovka St., Moscow, Russia
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https://orcid.org/0009-0002-2955-6689
The article is devoted to the study of external and internal marketing tools in the marketplace interaction of companies and customers. The scientific novelty lies in the fact that the author not only structured the most up-to-date information on marketing tools, but also revealed the influence of novice bloggers and influencers on the promotion of goods and services on macro platforms. The object of the research was marketing tools. The purpose of the work is to structure information about marketing tools and to prove the importance of external tools, in particular social media. Research objectives: to analyze the impact of internal marketing tools, structure data on the most significant of them and analyze the practical experience of using social media on the marketplace.
Keywords: marketing tools; social media; consumer behavior management; marketplace.
Рр. 46 – 49
UDC 339.138
DOI: 10.24412/2071-3762-2025-4334-46-49
On the Issue of the Current State of Influencer Marketing
Ponyavina Maria Borisovna,
PhD in Economics, Associate Professor, Associate Professor of Marketing Department, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Ave., Moscow, Russia
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https://orcid.org/0000-0002-7866-577X
Karpova Svetlana Vasilievna,
Head of the Marketing Department, Director of the Scientific Research Institute of Management Research and Consulting, Faculty of the Higher School of Management, Federal State Budgetary Educational Institution of Higher Education, Financial University under the Government of the Russian Federation, Member of the Council of the Guild of Marketers, Coordinator of the Education Workshop, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Ave., Moscow, Russia
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https://orcid.org/0000-0002-4488-8131
The involvement of well-known, public figures in advertising campaigns is considered an important and effective tool for any advertising campaign. A popular personality attracts attention, but at the same time there are difficulties: reputational risks, high fees, which rightly raises the question of the effectiveness of such collaborations. However, it is necessary to take into account the current changes in the rapidly changing advertising landscape in influencer marketing.
Keywords: influencer; media personality; microinfluencer; generated influencers; video content; influencer marketing.
Рр. 50 – 55
UDC 336.12
DOI: 10.24412/2071-3762-2025-4334-50-55
Features of Brand Promotion of a Regional Clinic of Women’s Health on the Market of Medical Services in Primorsky Krai
Vinichuk Oksana Yurievna,
PhD in Economics, Associate Professor of the Department of Marketing and Market Development, School of Economics and Management, Far Eastern Federal University; 10, Ajax Bay, Russky Island, Vladivostok, Russia
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http://orcid.org/0000-0003-3044-3446
Kovaleva Victoria Igorevna,
Master’s student of the 1st year of Business Management training direction, Far Eastern Federal University; 10, Ajax Bay, Russky Island, Vladivostok, Russia
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https://orcid.org/0009-0006-4751-3075
Vinichuk Nikita Sergeevich,
4th year Bachelor of Economics, HSE, Far Eastern Federal University; 10, Ajax Bay, Russky Island, Vladivostok, Russia
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http://orcid.org/0009-0008-7363-9637
The article is devoted to the study of the peculiarities of promoting the regional brand of the women’s health clinic in the conditions of growing competition in the market of medical services in Primorsky Krai. The article uses research tools based on the questionnaire survey of clients of women’s health clinics in Vladivostok, which allowed to delve into their associative perception of the brand and develop models of client behaviour, to propose a system of marketing activities aimed at shaping the brand image of the clinic among consumers. The originality of the research lies in the systematic approach to the formation of the architecture of the regional brand of the women’s health clinic, the construction of its archetype for the target audience, and the assessment of the level of customer focus. The results of this research have an economic justification and a programme of implementation in the activities of the clinic of women’s health, which will help the participants of the regional market of medical services to more effectively use the available resources to work with clients.
Keywords: brand; promotion programme; marketing; women’s health; client; clinics; perception; positioning.
Рр. 56 – 60
UDC 338.46
DOI: 10.24412/2071-3762-2025-4334-56-60
Formation of Elite Services in the Sanatorium-resort Sector
Baranova Alla Yurievna,
PhD. in Economics, Associate Professor, Associate Professor, Department of Innovative Technologies in Economics and Management, Sochi State University; 94, Plastunskaya str., Sochi, Russia
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https://orcid.org/0000-0001-7108-5046
Modern wealthy people want to receive unique services, unforgettable experiences and experience a sense of superiority over others as part of their travel. Such clients are willing to pay a high price for an individual approach and an excellent result of the services provided. A set of unique, exclusive, niche types of services is commonly referred to as luxury, elite, and their consumers as VIPs. The article discusses the definitions: «elite», «luxury», «luxury», «VIP» and gives the author’s definition of elite services. The classification of elite services has made it possible to clarify the content of marketing concepts in the sanatorium and resort sector. The purpose of the study is to develop proposals for the formation of elite services in the sanatorium-resort sector, which will attract wealthy clients and increase the prestige and profitability of health resorts. The practical significance lies in the development of proposals for the provision of elite services in the sanatorium and resort sector, which includes five stages: development of promotion channels, pre-sale service, guest meeting, provision of services and after-sales service.
Keywords: elite services; sanatorium and resort sector; consumers of elite services; marketing concepts in the field of hospitality and tourism.
Рр. 61 – 64
UDC 339.138
DOI: 10.24412/2071-3762-2025-4334-61-64
Spam in the Context of Violation of the Principles of Social and Ethical Marketing
Osadchaya Svetlana Mikhaylovna,
PhD in Economics, Associate Professor, Management and Markting Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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http://orcid.org/0000-0001-8505-7345
The last couple of decades can be safely called the era of information, the era of informatization, the onset of which is due to the widespread dissemination and improvement of information technologies. Digitalization has reinforced this trend by creating the necessary conditions and infrastructure for accessing any information of interest and obtaining any desired data. Through the use of social web platforms (online services), people have been able to communicate with each other from thousands of kilometers away. But this, in turn, gave rise to some problems. Not all information addressed to a person is delivered to him with his prior consent. So, in marketing, even professional, interesting and useful advertising can be spam if the client has not personally subscribed to the newsletter. The paper defines the essence of marketing spam as annoying information received by users without their consent in the form of unnecessary emails, SMS, calls with marketing offers, and also outlines the main techniques of spammers, the use of which often entails a violation of the principles of social and ethical marketing.
Keywords: marketing spam; advertising distribution; social and ethical marketing; digital marketing; Internet marketing.
Рр. 65 – 68
UDC 339.138
DOI: 10.24412/2071-3762-2025-4334-65-68
The Concept of Industrial Marketing and Evaluation of its Effectiveness
Yena Andrey Nikolaevich,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobedy st., Belgorod, Russia
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https://orcid.org/0009-0008-1714-0954
The level of industrial production is a reflection of the performance of enterprises integrated into the industrial sector of the economy. Traditionally, industry has been a priority sector in the economy of the Russian state. It has a great impact on the economic well-being and stability in the country, and underlies the achievement of technological sovereignty. The trends of the modern market economy constantly dictate new rules for the industrial sector, forcing it to adapt to new conditions. At the same time, marketing acts as a tool for such adaptation. The article is devoted to the identification of specific features of industrial marketing and the methodology for evaluating the effectiveness of marketing activities of an industrial enterprise.
Keywords: industrial marketing; B2B sector; industrial goods market; marketing effectiveness; industrial marketing effectiveness indicators.
Рр. 69 – 76
UDC 796.075.2
DOI: 10.24412/2071-3762-2025-4334-69-76
Marketing Rights in sport – Challenges and Opportunities
Gorelikov Valery Afanasyevich,
Associate Professor, Sports Marketing Department, Synergy University, Director, SportTeam Consulting Agency; 2 Izmailovsky Val, Moscow, Russia
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https://orcid.org/0000-0001-8676-3030
Krasnov Pavel Valeryevich,
Head of sponsorship and TV baing department of BetBoom betting company, postgraduate student of the Department of Entrepreneurship and Commercialization in Sports, Synergy University, 35 p.1 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0002-7287-9096
The purpose of the study is to identify the marketing rights of sports organizations, study the problems with their creation and implementation, and recommend ways to solve them.
The results of the study. Based on the conducted practical research, analysis of literary sources, and study of the structures of sports organizations, the main marketing rights to the main marketing products in sports were identified, including sponsorship offers, ticket programs, merchandising and licensed products programs, and media rights for broadcasts. The main problems are the creation of marketing products and the registration of rights to them, the distribution of marketing rights between sports organizations in the international and Russian markets. In conclusion, it is proved that Russian sports federations, leagues and clubs need to constantly carry out systematic work on the creation and implementation of their marketing rights and products that provide the main opportunities for increasing income.
Keywords: sports marketing; copyright holders; sports federations; sports leagues; sports clubs; competitions.
Рр. 77 – 80
UDC 339.138; УДК / UDC 331.5
DOI: 10.24412/2071-3762-2025-4334-77-80
The Product «Labor Force» in the Personnel Marketing System
Konkin Valentin Olegovich,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobedy st., Belgorod, Russia
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https://orcid.org/0009-0006-9293-0118
The ability of workers to work is considered not only as one of the elements included in the classical set of factors of production, but also as a labor commodity. In order for labor to be considered a commodity, the following conditions must be met: everyone has the constitutional right to dispose of their labor force of their own free will, since they are its owner and a free person; a person can maintain the viability of themselves and their family only if they sell their labor force, that is, exchange it for cash. It is the employee, as the owner of the workforce, who is the primary (key) subject of marketing activities in the labor market. The organization, as another entity, sees each employee as a «client» who needs to be motivated to take the necessary leadership actions, seeking to channel the potential of employees to further develop the company and achieve its strategic goals. At the same time, organizations «buy» labor for wages. The purpose of the article is to substantiate the hypothesis that skilled labor should be considered as one of the most valuable goods and the most important resource for the sustainable development of an economic entity.
Keywords: labor market; labor economics; labor market competition; personnel marketing; product «labor force».