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ПРОДВИЖЕНИЕ ТОВАРОВ В СОЦИАЛЬНЫХ СЕТЯХ С ПОМОЩЬЮ ПРИВЛЕЧЕНИЯ ЛИДЕРОВ МНЕНИЙ
Кузнечно-штамповочное производство. Обработка материалов давлением. 2021. № 10. С. 39–47.
Володин А. А.
Companies operating in the Russian market, especially the metallurgical complex, support their traditional approaches in the field of influence marketing, inviting celebrities to support their brands. At the same time, digital models appear in various markets as opinion leaders (influencers). Virtual opinion leaders are a new phenomenon in social networks. Comparisons between real and virtual opinion leaders at the first three stages of adopting AIDA consumer behavior are made, namely at the stages of primary interest in influencers, account, interest in a product on a social network page, desire to buy a product. The study showed that a lower level of trust in a virtual person as an expert in the market does not affect the intention to buy a product. The results of the study can be used when making decisions about working with opinion leaders.
Kozlov N., Semenova M., Journal of Corporate Finance Research 2026 Vol. 20 No. 2 P. 108–135
This paper introduces a novel approach to identifying and operationalizing political connections of banks. We manually code 2,598 bankers who owned or worked in 115 Russian banks between 2015 and 2021 to classify political connections and uncover their institutional patterns through cluster analysis. We propose a set of variables that capture the origins, relevance, and ...
Added: July 6, 2026
Grebnev L., Вопросы философии 2025 № 6 С. 105–116
The relevance of the topic is related to the fact that after the complete abandonment of real values in the 1970s of the main means of international settlements - the US dollar – there is a growing feeling that money increasingly represents an illusory reality. The article begins with an analysis of the illusions associated ...
Added: July 6, 2026
Volkova N., Кочетков Н. В., Чикер В. А., Психологическая наука и образование 2026 Т. 31 № 3 С. 35–49
Context and relevance. Artificial intelligence is a technology with the potential to fundamentally transform all spheres of human life. Its rapid integration into everyday reality intensifies research dedicated to the psychology of using neural networks. However, the development of empirical research in the Russian scientific field is limited by the lack of validated psychodiagnostic tools that ...
Added: July 5, 2026
Ershova N. V., Журнал институциональных исследований 2026 Т. 18 № 2 С. 82–97
This article, based on a survey data from 1,860 Russian manufacturing enterprises, analyzes the
scale of enterprise participation in science-industry collaboration (SIC), defines the characteristics of
enterprises that are more actively involved in SIC, and identifies regional institutional factors that
contribute to increased enterprise participation in SIC using correlation analysis. It is shown that
Russian manufacturing firms are very ...
Added: July 3, 2026
Podrugina A., Романова В. А., Пространственная экономика 2026 Т. 22 № 2 С. 56–85
Исследование посвящено анализу институциональных усилий развивающихся стран по дедолларизации и укреплению роли национальных валют. На основе систематизации теоретических подходов к интернационализации валют авторы разрабатывают новый аналитический инструмент – Индекс институционального развития финансового рынка в национальных валютах. Методология индекса охватывает четыре ключевых направления политики: использование валюты в международных расчетах, создание валютных своп-линий между центральными банками, развитие ...
Added: July 3, 2026
Anikeev K., AlterEconomics (ранее - Журнал экономической теории) 2026 Т. 23 № 2 С. 410–428
This study empirically tests the deposit channel hypothesis, which holds that increases in deposit markups cause liquidity outflows from the banking sector and a contraction in credit supply. The central question is whether deposit substitution effects, whereby depositors shift funds to other financial instruments during monetary tightening, are reflected in banks’ balance sheets and aggregate ...
Added: July 2, 2026
Kuzminov Y., Koshel A., Kruchinskaia E. et al., BRICS Law Journal 2026 Vol. 13 No. 2 P. 5–36
Today’s economy is undergoing a fundamental institutional shift in which digital ecosystems have emerged not only as a key driver of development but also as a critical condition for market access for billions of users. Despite the rapid global proliferation of these phenomena, the evolution of legal regulation—from e-commerce and data protection to antitrust oversight ...
Added: July 2, 2026
Kuzminov Y., Kruchinskaia E., Россия в глобальной политике 2026 Т. 24 № 4 С. 92–109
В статье анализируется структурный разрыв между увеличивающейся когнитивной нагрузкой и снижающейся отдачей от неё. Подход, при котором развитие научных и образовательных школ, ориентированных на тренировку суждения, может стать альтернативой количественному наращиванию вычислительных мощностей, которое служит основной стратегией Китая и США. Применительно к России традиция фундаментального образования и сильных исследовательских школ приобретает в новых условиях значение ...
Added: July 1, 2026
Saakyan T. V., Барабанова Ю. В., Финансовый журнал 2026 Т. 18 № 3 С. 110–121
In this article the authors aim to determine the place and role of methodological guidelines within the system regulating internal state financial control. The research holds both theoretical and applied significance, as a scholarly interpretation of this issue has not been previously undertaken and its examination will enable the full potential of the studied methodological ...
Added: July 1, 2026
Федорова В. С., Zavertiaeva M. A., Экономический журнал Высшей школы экономики 2026 Т. 30 № 2 С. 276–312
Crowdfunding is a relatively new method of project financing that involves raising funds from a large number of non-professional investors. Despite the rapid growth of this sector, only about 41.98% of crowdfunding campaigns are successful, which highlights the need to identify factors that increase the likelihood of successful fundraising. This study aims to address the ...
Added: July 1, 2026
Emelyanova O., Murashkin N., Asia Europe Journal 2025 Vol. 23 No. 4 P. 239–261
The goal of this article is to trace the evolution of Japan’s role in Southeast and South Asian political economy in the 2000s–2010s to understand how Japan’s previously established network power in Asian supply chains has changed amid much-discussed power shifts in the region. The increasing number of emerging and rising regional powers induces Japan ...
Added: June 30, 2026
Kuzina O. E., Моисеева Д. В., Абдураманов А. Я., Russian Journal of Economics 2026 Vol. 2 No. 12 P. 251–273
This paper assesses the relationship between financial literacy and over-indebtedness of Russian households using panel data from the Survey of Consumer Finances collected in Russia during 2018–2024. Russia is an interesting case: a relatively young consumer-finance market in which a lack of financial literacy may increase the likelihood of household over-indebtedness. To test this hypothesis, ...
Added: June 30, 2026
Bessonova E., Russian Journal of Economics 2026 Vol. 12 No. 2 P. 153–175
This paper analyzes total factor productivity (TFP) in Russia over 2009–2015 using firm-level data. Stochastic frontier analysis is employed to simultaneously estimate TFP growth and the distance to the production-possibility frontier for each firm in the sample. The results suggest significant positive rates of technological progress; however, the gap between technological frontier firms and laggards widened over ...
Added: June 30, 2026
Gazman V. D., США и Канада: экономика, политика, культура 2026 № 56 (6) С. 83–98
The article presents the results of the author's analysis of the reasons for the ultra-rapid growth of solar electricity production by large-scale generators (Utility Scale) during the 2020s. Data from 39 stations with a capacity exceeding 100 MW and holding more than 60% of the capacity of electricity storage systems in the United States have been ...
Added: June 29, 2026
Katkalo V., Shumkova N., Ужакина Ю. Б. et al., Издательский дом НИУ ВШЭ, 2026.
Настоящая книга является результатом четвертой волны исследования популяции российских корпоративных университетов, проводимого с 2022 г. высшей школой бизнеса НИУ ВШЭ. В это издание включены анализ даных о бизнес-моделях и портфелях программ этих корпоративных университетов по состоянию на 2025 г. и первый опыт сравнительного исследования отраслевых особенностей корпоративных университетов в ряде ключевых секторов экономики России. Также ...
Added: June 29, 2026
Lukyanova A., Demyanova A., Talakauskas D., Экономический журнал Высшей школы экономики 2026 Т. 30 № 2 С. 313–343
The paper examines methodological challenges of measuring informality following major revisions of international statistical standards. It analyses the Resolution concerning statistics on the informal economy adopted by the 21st International Conference of Labor Statisticians (2023) and offers practical recommendations for implementing this framework in the official statistics of the Russian Federation (Rosstat). Methodologically, the study ...
Added: June 28, 2026
Вьюнова В. А., Kozhemyakin E., Знак: проблемное поле медиаобразования 2026 Т. 1 № 59 С. 15–26
This article is devoted to the possibilities of semiotic analysis of the value aspects of advertising creatives. The main emphasis is placed on the study of the potential of the semiotic square of A.J. Greimas as a method of analyzing advertising materials. Despite its powerful analytical potential, this tool is rather poorly used in advertising research, ...
Added: November 20, 2025
Шаповал О. А., Сибирский психологический журнал 2025 № 98 С. 193–207
The study aimed to adapt and validate the Brand Addiction Scale (BASCALE) for use with a Russian-speaking sample. Brand addiction was conceptualised as a psychological state involving excessive attachment to a brand, characterised by emotional, cognitive and behavioural involvement, and constant urges to possess the brand’s products. The research was conducted in two stages. In ...
Added: October 12, 2025
Шаповал О. А., Сибирский психологический журнал 2025 № 96 С. 230–240
Modern marketing strategies and advertising have a significant role in fostering consumer
loyalty towards certain brands. However, when the relationship with a brand is strengthened,
consumption becomes more a means of self-identification than a tool to satisfy needs, thereby
acquiring characteristics of behavioral addiction. Despite the extensive research conducted on
brand loyalty, demonstrative and compulsive consumption, the phenomenon of ...
Added: October 11, 2025
Coates D. C., Feddersen A., Naidenova I. N. et al., International Journal of Sport Finance 2025 Vol. 20 No. 3 P. 147–161
The investigation of the dynamics of brand strength can help managers to build a marketing strategy with the focus on increasing customer loyalty and retaining customers in periods of decline. We investigate brand dynamics, specifically evolution of customer loyalty, using data on football clubs in nine European football leagues. The first stage of our analysis ...
Added: September 18, 2025
Artyushina E., Цой О. И., Информационное общество 2025 № 3 С. 24–34
Статья анализирует информационные каналы, используемые косметическими компаниями для продвижения продукции. Основным источником информации для международных рынков являются социальные сети и рекламные акции с участием знаменитостей. Российские компании часто применяют стратегию бенчмаркинга, заимствуя зарубежныепрактики. Вызывает сомнениецелесообразностьтакого подхода из-за различий на локальных рынках.В рамках исследования, проведенного ...
Added: July 3, 2025
Pozhidaeva E. V., Karamalak O., Вестник Новосибирского государственного университета. Серия: Лингвистика и межкультурная коммуникация 2024 Vol. 22 No. 3 P. 152–164
In spite of the growing attention to brand research in recent years, few studies have sought to investigate a brand identity and its web-representation to better understand how it communicates its dispositional characteristics and how it is perceived by customers.
The authors generate new insights and research propositions in a case study of the Russian women's ...
Added: October 29, 2024
Valeriia Kholkina, Elizaveta Chesnokova, Elena Zelenskaya, Journal of Product and Brand Management 2025 Vol. 34 No. 1 P. 104–118
Purpose
Virtual influencers are a growing trend in digital marketing strategies. This paper aims to compare the impact of virtual and human influencers on Gen Z consumer outcomes (Source Trust, Intention to Follow, Word-of-Mouth and Brand Attachment).
Design/methodology/approach
The authors surveyed young consumers (N = 317) in Europe and the CIS. The data are analyzed through Welch’s t-test and partial least ...
Added: October 28, 2024
Kusraeva O., Бюджет 2023 № 12 С. 6–8
В современных условиях любые территории находятся в состоянии глобальной конкуренции друг с другом. Каждая стремится привлечь больше ресурсов, туристов, инвестиций, компаний, квалифицированных специалистов. В таких условиях жизненно необходимым становится приобретение уникальности, чтобы преобразовать себя из рядовой точки на карте в интересную и привлекательную локацию. Люди, ресурсы и компании могут перемещаться через международные границы, но должно быть что-то, что стимулирует привлечение этих потоков. Вне зависимости от площади ...
Added: January 8, 2024