MARKETING TOOLS

Impression economy as a new tool for developing marketing strategy
Sembratskiy M.V., Candidate of Economic Sciences, Vice-Rector – Director of the Department of Continuous Professional Education, Belgorod State University (BelSU), e-mail: semibratsky@bsu.edu.ru
ORCID: 0000-0002-7695-827X; SPIN-code: 8727-2910; Author ID: 1013439
Titova E.A., graduate student, Belgorod State National Research University, e-mail: yelizaveta.titova.01@bk.ru
ORCID: 0009-0004-7183-8983

The article discusses a new direction in marketing and the experience economy, which are developing quite rapidly in the vastness of the global community, making a significant contribution to the development of the service sector. Today, the economy is undergoing a fundamental transformation, traditional and long-established models are being replaced by an experience economy, in which the significant element is not the raw product, but the emotional experience. In the era of total commoditization of goods and services, where the functional differences between offers are erased, the experience economy is becoming a key driver of competitive advantage. This paradigm is transforming marketing strategies, shifting the focus from the transactional «product-buyer» model to creating an emotional experience that forms deep connections with the consumer. The purpose of writing this article is to identify significant points associated with the activities of the experience economy, as well as to determine the relationship between the theory of generations and the development of the economy as a whole.
Keywords: experience economy, marketing, theory of generations, service sector, emotional experience.

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MARKETING COMMUNICATIONS

Research of visual communication trends in grocery chains in digital marketing based on content analysis
Loginova Ju.V., candidate of economic science, senior lector of Department of mass communications and mediabusiness, Financial University, e-mail: jul.cool@mail.ru
SPIN-code: 2212-5449; Author ID: 714606; ORCID: 0000-0002-8854-5886
Leont'ev I.S., designer; graduate, Financial University, e-mail: iraleontievaa@mail.ru

This article examines the content analysis of visual communication. It examines the specifics of using this research method in marketing communications. An algorithm for conducting a content analysis of visual communication trends is presented. The results of a five-year analysis of visual communication on social media for three grocery chains are presented. Conclusions are drawn.
Keywords: digital marketing, marketing research, marketing communications, content analysis, trends, visual communication. 

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Psychological aspects of the influence of mass communications on the reproductive attitudes of young people in late adolescence and early adulthood
Shklyar T.L., Candidate of economic sciences, Associate Professor, associate Professor of the Department of Political Analysis and Socio-Psychological Processes, Plekhanov Russian University of Economics, e-mail: tlb@mail.ru
SPIN code: 1865-6315; Author ID: 634543; Scopus Author ID: 57188741929; Researcher ID (Was): B2325-2015; ORCID ID: 0000-0001-8262-7584
Petushkova E.V., Candidate of Philology, Associate Professor of the Department of Advertising, Public Relations, and Design at the Plekhanov Russian University of Economics,
e-mail: e1711@yandex.ru
SPIN-code: 8867-5388; ORCID ID: 0000-0002-8202-3841

The article presents the results of a study of the topic of reproduction and parenthood in Russian-language social networks, commercial and social advertising, as well as in Russian films and TV series. The analysis of the results revealed semantic dominants that influence certain parameters of young people's reproductive attitudes.
The results of the study demonstrated a contradictory approach to the topic of reproduction and parenthood in various media. While the topic is predominantly presented in a positive light in Russian-language social media, some TV shows, series, and movies focus on the challenges and risks of parenthood, shifting the perception of «children as happiness» towards the idea that «children are difficulties and responsibilities».
Keywords: mass communication psychology, demographic policy, media, reproductive attitudes, parenthood, family values, and age-related psychology.

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 Peculiarities of influence marketing application as a promotion tool in the cosmetic market
Kozhoridze E.G., graduate student of marketing, faculty of economics, Lomonosov Moscow State University, e-mail: e011198@mail.ru

The search for new effective promotion tools is highly relevant in the context of changing consumer behavior against the backdrop of the growing popularity of social networks. The article discusses the possibilities and limitations of using influencer marketing to stimulate interest in products and brands in the cosmetics market. It is proved that the key advantages of influencer marketing are reaching an audience loyal to the influencer and fast scaling. The main issue when collaborating with influencers is choosing an opinion leader who enjoys the trust of the target audience and shares the brand's values. There are many criteria for choosing relevant bloggers, among which the main ones are the subject matter, content quality, fan engagement, style of photography or video content. Based on the analysis of the marketing activities of the largest cosmetic brands, a classification of influencers has been compiled, highlighting their characteristics and priority formats of advertising integrations when working with them.
Keywords:  influencer marketing, consumer behavior, cosmetics market.

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MARKETING RESEARCH

Responsible consumption in the fashion industry: a generational approach to identifying key influencers
Seiranova V.K., Graduate of the Master's degree Faculty of Economics, Lomonosov Moscow State University, Moscow, Russia, e-mail: seyranova01@mail.ru
Gudkova T.V., Doctor of Economics, associate professor, Professor of the Department of Micro- and Macroeconomic Analysis, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russia, e-mail: tat-gud@yandex.ru
SPIN-code: 3632-5272; Researcher ID: M-9318-2013; Scopus Author ID: 57217104310; ORCID: 0000-0001-8314-6993

The article presents the results of a study of factors influencing responsible consumption in the fashion industry, taking into account differences between generations. Based on an online survey and econometric modeling, it was revealed that the key determinants of demand for eco-friendly fashion are awareness of the environmental agenda and willingness to pay a premium, while their importance varies depending on generational affiliation. The widespread assumption that generation Z is the main target audience of eco-brands has been refuted: representatives of generation X demonstrate the greatest willingness to additional costs. The practical significance of the work lies in the development of specific recommendations for adapting the marketing strategies of sustainable brands, taking into account the identified generational characteristics.
Keywords:  responsible consumption, sustainable fashion, generational theory, environmental awareness,
eco-marketing.

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BRANCH MARKETING

Analysis of economic factors influencing consumer behavior in the furniture market
Zubov R.E., postgraduate student of the department of Economics and Management, Russian State University of Social Technologies, e-mail: Danil400ml@gmail.com

The article analyzes the key economic factors influencing consumer behavior in the furniture market in Russia and the world. Aspects such as macroeconomic triggers (income, inflation, credit burden), housing construction dynamics, the impact of trade policy and tariffs, as well as the growing role of online sales and eco-friendly trends are considered. Special attention is paid to Russian specifics: the impact of sanctions, the ruble exchange rate, the key interest rate and government programs on consumer preferences. The current statistical data for 2024–2025 and forecasts for the near future are presented. Based on the analysis, a model of consumer behavior is formed that allows manufacturers and retailers to adapt development and promotion strategies.
Keywords: consumer behavior, furniture market, economic factors, E-commerce.

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Features of the premium segment in the Russian fashion clothing and accessories market
Airapetian M.R., graduate of the Postgraduate Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, e-mail: marrafikovna@mail.ru
SPIN-code: 7011-7512; IstinaResearcher ID (IRID) 58006425

The cross-cultural aspect affects various areas, including the segmentation of consumers of premium brands. Many authors have considered the relationship between consumer characteristics and cross-cultural differences among consumers. There have been many global changes in recent years. Consumer behavior has been affected everywhere by the COVID-19 pandemic. Over the past two or three years, the Russian market has been characterized by a complete restructuring in the premium segment in fashion and accessories market. This article examines changes in market conditions and opportunities for the development of Russian fashion brands in the premium segment. An expanded SWOT analysis of the premium segment of fashionable clothing in Russia according to Goldstein was carried out to show how consumers relate to premium brands in Russia, and to what extent these brands can be successful (especially in modern realities). With the help of this SWOT analysis, was analyzed the opportunities that will lead to marketing strategies for the Russian premium segment of fashion and accessories.
The SWOT analysis reflects the results for the segment as a whole, that is, the strengths and weaknesses of Russian companies were considered for the possibility of developing a premium segment of the clothing market, reflecting partially or completely cross-cultural or traditional specifics in its design. This study is favorable for existing and potential brands of fashionable clothes and accessories in the Russian market. This research can also be supplemented and expanded.
Keywords: cross-cultural aspect, premium segment, expert assessment method, Ansoff matrix.

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11. Skorobogatykh I.I. Vliianie effekta strany-proizvoditelia na vospriiatie brenda tovarov klassa «liuks» (rezultaty mezhdunarodnogo issledovaniia) // Vestnik Ros. Ekon. Akad. im. G.V. Plekhanova. – 2009. – 5 (29). – S. 104–115.
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TERRITORIAL MARKETING

ESG initiatives in territorial branding of Russian industrial northern territories
Kozhevina O.V., Doctor of Economics, Professor of the Department of Corporate Finance and Corporate Governance, Financial University under the Government of the Russian Federation, Head of the working group on financial recovery of economic entities of the Subcommittee on Anti-Crisis Management of the Chamber of Commerce and Industry of the Russian Federation, e-mail: ol.kozhevina@gmail.com
SPIN-code: 6696-6538; Author ID: 346023; ID RSCI 346023; Scopus ID: 57190430404; Researcher ID: R-9605-2017; ORCID: 0000-0001-5347-2253
Ryakhovskaya A.N., Doctor of Economics, Professor of the Department of General and Project Management, Financial University under the Government of the Russian Federation,  Rector of the Business School of Economics and Anti-Crisis Management, Chairman of the Subcommittee on Crisis Management of the Chamber of Commerce and Industry of the Russian Federation, e-mail: rectorat_ieay@mail.ru
SPIN-code: 3856-0978; Author ID: 425679; RSCI ID: 425679; Scopus ID: 57197811277; ORCID: 0000-0001-9731-4759

This article explores current issues in the development of territorial branding, taking into account the specific potential of the northern territories of the Russian Federation. It identifies the relationship between the effectiveness of territorial branding and the interest of company management in promoting ESG initiatives and implementing social, institutional, and environmental management tools. It presents examples of sustainable development practices from leading industrial companies localizing their production and conducting business in the northern territories. The specifics of territorial branding, taking into account the preservation of the uniqueness and traditions of the indigenous peoples of the North, are highlighted.
Keywords: territorial branding, territorial marketing, northern regions, indigenous peoples of the North,
ESG, industrial enterprises.

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11. Riakhovskaia A.N. Ekonomika Rossii: vyzovy, napravleniia nivelirovaniia ikh negativnogo vozdeistviia // Upravlencheskie nauki. – 2023. – T. 13. – № 1. – S. 20–31.

MARKETING FOR NON-PRODUCTIVE SPHERE

Methodology for assessing the maturity and algorithm for building a lawyer’s personal brand: development and testing
Danilova K.A., Candidate of economic sciences, associate Professor of Department of Management, Ural Federal University, e-mail: k.a.danilova@urfu.ru
SPIN-code: 6956-1330; Author ID: 949641; Researcher ID (WoS): HZL-5532-2023; ORCID ID: 0000-0002-6778-6672
Zakirova Z.K., undergraduate student, Ural Federal University named after the first President of Russia B. N. Yelitsin, lawyer, head of the Consulting Center «Pervomay», e-mail: zhannazakirova1@yandex.ru

The article substantiates the necessity of developing tools for systematic personal brand management for lawyers in the context of increasing competition and the digitalization of the professional services market.
An analysis of existing approaches to personal brand modeling and assessment revealed the absence of methodologies adapted to the legal sector. Based on a synthesis of international and Russian concepts, the author proposes a methodology for assessing the maturity level of a lawyer’s personal brand, grounded in an original model that includes core, visual, functional, and emotional components. The methodology was tested on a sample of 23 specialists from five law firms, and the results confirmed its validity and diagnostic accuracy.
The article also presents the author’s algorithm for personal brand formation, ensuring its consistent development, including diagnostics and strategic management. Implementation of the algorithm in practice led to an increase not only in the integral assessment of the personal brand but also in key economic performance indicators, which confirms its effectiveness.
Keywords: personal brand, legal services, personal brand maturity assessment, personal brand development, personal brand formation, reputational capital, services marketing.

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2. Riabykh A.V., Zebra N. Personalnyi brend: sozdanie i prodvizhenie. – M.: Mann, Ivanov, Ferber, 2015. – 296 s.
3. Deeva E.A., Savchenko E.D. Lichnyi brend: kak eto rabotaet? // Ekonomika i upravlenie: materialy Vserossiiskoi nauchno-prakticheskoi konferentsii, Novocherkassk, 14–15 noiabria 2024 g. – Novocherkassk: NOK, 2024. – S. 136–140.
4. Maslova V.M. Formirovanie i prodvizhenie personalnogo brenda // Obrazovanie. Nauka. Nauchnye kadry. – 2020. – № 2. – URL: cyberleninka.ru/article/n/formirovanie-i-prodvizhenie-personalnogo-brenda (data obrashcheniia: 24.01.2025).
5. Kotler F. Marketing 4.0: razvorot ot traditsionnogo k tsifrovomu / F. Kotler, Kh. Kartadzhaiia, A. Setiavan; per. s angl. M. Khoroshilovoi. – M.: Bombora, 2019. – 219 s.
6. Koganova D.L. Aktualnye mekhanizmy formirovaniia lichnogo brenda v Rossii v 2023 godu // Zhurnal «U». Ekonomika. Upravlenie. Finansy. – 2023. – № 4 (34). – S. 140–148.
7. Azarenok M.A., Azizova E. Aktivirui svoi personalnyi brend! 100 keisov dlia povysheniia effektivnosti biznesa. – M.: Eksmo, 2021. – 509 s.
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9. Kriklivaia N.A. Upravlenie strategicheskimi klientami kak instrument razvitiia kompanii // Sovremennye tendentsii v ekonomike i upravlenii: novyi vzgliad. – 2014. – № 24. – S. 37–41.
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PRODUCT POLICY

The harmonization of product ranges as a factor in the sustainability of business ecosystems
Leonow A.I., Doctor of Economics, Professor Dr., Institute of Management, Faculty of Management, Department of Management and Entrepreneurship, RANEPA (Moscow), e-mail: aileonow@mail.ru
SPIN-code: 3094-7459; Author ID: 823354; ORCID-ID: 0000-0003-1159-4708
Kovzel A.D., researcher with a commercial company (Moscow), e-mail: 7700385@mail.ru
SPIN-code: 5383-9054; Author ID: 1228166; ORCID-ID: 0000-0003-1159-4708

Modern business ecosystems should be considered as a type of diversification strategy. Given the pendulum-like experience of using diversification, the risk of business ecosystems collapsing is high. The paper presented proposes an approach to counteract this risk. It is based on the harmonization of assortment units of each assortment program within the business ecosystem. The approach is based on the justified, from the point of view of customer experience, construction of cross-product links and the assessment of the structure built. A concept considering a business ecosystem as a «product funnel» has been proposed. Within the framework of the «product funnel», the roles of assortment units identified are considered in connection with user experience using the example of one of the typical models structuring consumer behavior in the context of a business ecosystem. In order to assess the cross-product links of business ecosystems, a matrix for managing a product portfolio has been developed.
Keywords: business ecosystem, diversification strategy, assortment management, cross-product relations,
anti-crisis marketing.

Sources
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LEGAL ISSUES OF MARKETING

Ethics and legal aspects of internet marketing in the restaurant business: issues of data confidentiality and liability
Azgarov A.A., PhD student at the Samarkand Institute of Economics and Service, Uzbekistan, Samarkand, e-mail: mutalibazgarov@gmail.com 
SPIN-code: 1349-9248; Author ID: 1256819; ORCID ID: 0000-0001-5791-1014

The article highlights current issues related to ethics and legal regulation of Internet marketing in the restaurant business. The focus of the study is on the problems of personal data confidentiality, their protection in the context of globalization of the digital environment, as well as the responsibility of restaurant enterprises for compliance with legislation and business ethics standards. Based on the analysis of international and national practices, the paper proposes directions for improving marketing strategies in order to enhance consumer trust and ensure the sustainable development of the restaurant industry.
Keywords: legal regulation, personal data protection, Internet marketing in the restaurant industry, business ethics, corporate responsibility, digitalization, information security.

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