MARKETING COMMUNICATIONS

Efficiency of event marketing in the digitalization of a scientific conference
Popov E.V., Doctor of Economic Sciences, Corresponding Member of the Russian Academy of Sciences, Director of the Center for Social and Economic Research, Ural Institute of Management, RANEPA, e-mail: epopov@mail.ru
SPIN-code: 9980-7417; ID RINTS: 44798; Scopus ID: 24822113400; ORCID ID: 0000-0002-5513-5020; Researcher ID: H-3358-2015
Semyachkov K.A., Candidate of Economic Sciences, Leading Researcher, Center for Social and Economic Research, Ural Institute of Management, RANEPA, e-mail: k.semyachkov@mail.ru
SPIN-code: 3304-0614; ID RINTS: 937236; ORCID ID: 0000-0003-0998-0183; Researcher ID: F-6974-2017
Kraeva P.O., Researcher, Center for Social and Economic Research, Ural Institute of Management, RANEPA, e-mail: Kraeva_polli@mail.ru

This article is devoted to the analysis of the organization and promotion of the scientific and practical conference «Ecological and Economic Security of Regions. Natural Resource Potential as a Basis for Sustainable Development». The paper examines the main tools for informational promotion of the event, such as the official website, social networks and e-mail newsletters. The analysis of the target audience of the conference was conducted, the key preferences of the participants and the features of their involvement were identified. Based on the collected data, the results of the event were assessed, positive aspects were noted and possible risks when using digital communication channels were identified. The article presents practical recommendations for increasing the effectiveness of marketing strategies and reducing risks when organizing similar events in the future.
Keywords: event marketing, event, effectiveness assessment, promotion, social networks, information support, event.

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Digital reputation management in modern communication
Krayneva R.K., PhD, Associate Professor Department of Mass Communications and Media Business, FGBOU VO «Financial University under the Government of the Russian Federation», Moscow, e-mail: RKKrajneva@ yandex.ru
Scopus Author ID: 57202376472; ORCID ID: 0000-0002-4540-2033; SPIN-code: 3049-1334; Author ID: 507334

Today, information technology and social networks have a great impact on the modern world, communication and people in general. Technologies have become an integral part of our daily lives, because the use of social networks for communication, searching for various information, shopping, developing your business or promoting creativity has become the norm for many people. It is also worth noting that social networks have become a fundamental source of information about companies, brands and individuals. Modern communication in the digital environment is the process of exchanging information carried out using digital technologies and various media channels. It is important to understand that neglecting digital reputation when building business processes leads to a deterioration in the perception of the company in the eyes of its target audience.
Keywords: digital society, communications, digital reputation, economy, social networks.

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MARKETING RESEARCH

Perceived Value, Risk Perception, and Visit Intention: Evidence from Chinese Silver Tourists Traveling to Russia Country
Tiantian Li,PhD student, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russia, e-mail: li90916666@gmail.com

Grounded in the cognition–emotion–intention theoretical framework, this study develops a model to examine the interplay among perceived value, risk perception, and visit intention. Utilizing survey data from 314 Chinese silver tourists aged 50 and above, we employ an Ordered Probit model and a moderating effect model to analyze whether and how perceived value influences the intention to visit Russia, and to assess the moderating role of risk perception. The findings reveal that perceived information value, emotional value, and social value significantly enhance the intention of silver tourists to visit Russia. Furthermore, risk perception not only directly diminishes visit intention but also negatively moderates the positive effects of perceived value on intention.
Keywords: emotional value; perceived value; risk perception; silver tourism; value proposition.

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TERRITORIAL MARKETING

Research on the demand for territory marketing tools among managers, businesses, and the population in the region
Bondarenko V.A., Doctor of Economics, Professor, Professor, Professor of the Department of Marketing, Patrice Lumumba Russian University of Peoples' Friendship, e-mail: b14v@yandex.ru
SPIN-code: 4377-1651; Author ID: 187222; Scopus Author ID: 57193857639; ORCID: 0000-0003-2921-7548
Abobaker Ahmad Reshad, Postgraduate Student at the Department of Marketing, Peoples' Friendship University of Russia, e-mail: ahmadreshadabobaker12@gmail.com
ORCID: 0003-0009-1942-6458

The article explores the demand for territory marketing tools among managers, businesses, and the general population in the region. It examines the demand for various territory marketing tools among managers, businesses, and the general population, which suggests a potential gap between the strategic goals of territory marketing and their perception by target audiences.
The article substantiates the feasibility of building a two-loop model of territorial marketing: an «investment loop» (for managers and businesses) and a «social loop» (for the population), where digital services act as a link between them.
Keywords: territorial marketing, marketing tools, digital services, regional development.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Teacher's Personal brand: from professional identity to educational ecosystem
Mushketova N.S., Doctor of Economics, Professor, Department of Management and Marketing, Volgograd State University, е-mail: nmushketova@yandex.ru
SPIN-code: 3455-4903; Author ID: 391060; Researcher ID (WoS): J-8283-2017; ORCID ID: 0000-0002-1778-0926
Marusinina E.Yu., PhD in Economics, Associate Professor of the Department of Management and Marketing, Volgograd State University, e-mail: elena_marusinina@mail.ru
SPIN-code: 6876-9198; Author ID: 498790; Researcher ID (WoS): Е9691-2018; ORCID ID: 0000-0002-1864-1231

The modern educational space is characterized by increased competitive dynamics and an increasing role of digital presence. The digital transformation of education creates new demands for a teacher's personal brand. Among the most significant trends that determine the relevance of this study are the growing importance of visual content, the need for a multiplatform presence, the importance of digital literacy, and the need for constant updating of content. Under these conditions, the personal brand of the teacher evolves into a strategic asset that determines not only the individual professional trajectory, but also the competitiveness of the educational organization as a whole. An effective teacher's brand creates educational value for students, increases the attractiveness of educational programs, promotes the development of the professional community, and strengthens the university's institutional brand. Rethinking the traditional concept of branding in the educational field requires taking into account the specifics of pedagogical activity.
Keywords: branding, personal brand, mission, positioning, marketing communications, online presence, business reputation.

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Features of the employer's value proposition to the «digital» generation
Krasnostanova M.V., Ph. D. of Psychological Sciences, Associate Professor, Associate Professor of the Department of Economics of Innovation, Faculty of Economics, Lomonosov Moscow State University, e-mail: krasnostanovamv@my.msu.ru
ORCID ID: 0000-0001-5720-0036; РИНЦ Author ID: 356015; SPIN-code: 8179-3961; scholar.google: z3RLMBAAAAAJ; Researcher ID: B-8914-2018
Basin G.Yu., Master’s graduate, Faculty of Economics, Lomonosov Moscow State University, Moscow, e-mail: g.basin@inbox.ru
ORCID ID: 0009-0008-3517-7312; scholar.google: sbgq1hMAAAAJ; Researcher ID: OYE-6982-2025

Modern technologies raise new issues of professional self-determination for the «digital» generation, on the one hand, and change the requirements for employers hiring this generation, on the other. Based on the analysis of the content of the value proposition of large employers and the study of career expectations and preferences of the «digital» generation, the article develops recommendations to employers on the formulation of a value proposition for candidates, representatives of this «digital» generation in the process of recruiting them.
Keywords: value proposition, employer's brand, digital generation, career expectations and benchmarks.

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MARKETING IN TRADE

Marketing of «burning» expired products: technologies for overcoming barriers and creating value in Russian retail
Azoev G.L., Doctor of Economic Sciences, Professor, Head of the Marketing Department, State University of Management, e-mail: azgl@yandex.ru
SPIN-code: 2460-6783; Author ID: 155547; Scopus Author ID: 57220961307; Researcher ID (WoS): C-9691-2019; ORCID: 0000-0002-5627-3097
Sumarokova E.V., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Marketing State University of Management, e-mail: sumarokova@bk.ru
SPIN-code: 8947-8505; Author ID: 155976; Scopus Author ID: 57218827535; Researcher ID (WoS): C-9668-2019; ORCID: 0000-0001-8963-6774

Based on the analysis of the results of marketing research and modern Russian retail practices, the article identifies key consumer barriers to the purchase of expired food products and suggests system solutions to overcome them. The issues of segmentation of the target audience, implementation of dynamic pricing, optimization of merchandising, management of time periods of sales and integration of digital services are studied in detail.
Special attention is paid to the impact of the «burning» products program on strengthening the brand of the retail chain and the possibility of partnership with municipal authorities. Practical recommendations for managers, marketers and specialists in the field of sustainable development of retail food sales are presented.
Keywords: marketing, retail, product, expiration dates, dynamic pricing, sales periods, merchandising.

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Mechanisms for attracting new customers to e-commerce online platforms in Russia
Sharko O.V., Research Center for Network Economy, Analyst, Lomonosov Moscow State University, e-mail: wolexi@mail.ru
SPIN-code: 2100-3500; Author ID: 1124366
Sharko E.R., PhD in Economics, Senior Lecturer, Department of Marketing, Graduate School of Business HSE University, e-mail: esharko@hse.ru
SPIN-code: 2100-3500; Author ID: 1124366; Scopus ID: 57705741900; ORCID: 0000-0002-2818-4329; Researcher ID: E-8619-2018

The paper analyses scholarly understanding of consumer behaviour in e-commerce by synthesizing recent advances in digital marketing, the dynamics of online retail platforms, and empirical models of customer interaction. The research outcomes include a detailed comprehension of the mechanisms underlying customer loyalty, empirical data on the multidimensional factors influencing platform preferences, and methodological innovations applicable to market analysis. These findings will benefit both the academic community and business practitioners by providing effective tools for managing consumer engagement and shaping future research directions in retail e-commerce management.
Keywords: digital marketing, consumer behaviour, e-commerce, online platforms, engagement, customer acquisition.

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ARTIFICIAL INTELLIGENCE IN MARKETING

Comparative analysis of large language models performance in marketing tasks
Sidorchuk R.R., Doctor of Economics, Associate Professor, Professor of the Marketing Department, Honorary Worker of Education of the Russian Federation, Plekhanov Russian University of Economics, Moscow, Russia and RUDN University, e-mail: Sidorchuk.RR@rea.ru
SPIN-code: 5776-9216; Author ID: 435077; Scopus Author ID: 56426297800; Researcher ID (WoS): D-4239-2009; ORCID ID: 0000-0002-4033-2937

The paper benchmarks large language models (LLMs) in applied marketing analytics tasks involving user-generated text: sentiment and emotion detection, extraction of service-quality dimensions from reviews, aspect-based sentiment analysis (ABSA), and the use of textual signals within predictive models. A focused review of empirical studies published in 2024–2025 indicates that for binary sentiment polarity tasks modern LLMs reach near-ceiling accuracy, shifting decision criteria toward few-shot efficiency, throughput, cost, and deployment constraints. For fine-grained emotions and aspect-level settings, performance remains sensitive to taxonomy design, measurement validity, and domain adaptation. The paper argues that compact fine-tuned models can dominate under strict latency constraints, while LLMs deliver the highest value in hybrid architectures (feature extraction, explanation, and analytics copilots).
Keywords: performance, large language models, marketing analytics, sentiment analysis, emotion classification, service quality, ABSA, generative AI.

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MARKETING ABROAD

The evolution of positioning in the Minsk new-build market: from square footage to quality of life
Flerko S.L., Candidate of economic sciences, Associate Professor, Business Analyst, LLC «Dana Astra», e-mail: sw_flerko@mail.ru
SPIN-code: 6248-946; Author ID: 866073 57188741929; ORCID ID: 0000-0002-8581-9474

In this article, the author conducts a comprehensive analysis of the evolution of marketing positioning in the Minsk new-build market from 2010 to 2025. Key stages in the evolution of developers' approaches are identified and systematized: from a product-based model focused on basic housing characteristics to an ecosystem-based model offering comprehensive solutions for creating a comfortable environment. Based on case studies of leading developers, the author reveals the transformation of marketing emphases – from price per square meter and location to promoting lifestyle, technology, and a manageable living environment.
Keywords: marketing positioning, real estate market, development, new buildings, evolution of consumer preferences.

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13. Sait kompanii SOOO «Inforealt» [Elektronnyi resurs]. URL: //inforealt.com/ (data obrashcheniia: 29.12.2025).
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