Browsing by Author "Olha Semenda"

Now showing 1 - 4 of 4
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    Adaptation of Logistics Companies to Functioning under the Restrictions Imposed by Military Operations
    (WSEAS Transactions on Environment and Development, 2023) Olha Semenda; Valentyna Shevchenko; Safar Purhani; Oleg Kharit; Nataliia Krasnostanova
    The logistics system serves all areas of life it has a direct impact on ensuring national security. Except for the number of specific risks that logistics naturally faces, it is one of the first to feel the negative consequences of global crisis phenomena. A large-scale military invasion was the most significant test for the logistics system of Ukraine. So, the article aimed to evaluate the financial indicators of logistics companies to determine their ability to adapt to the restrictions imposed by military operations. The research involved the following methods: analysis of coefficients, taxonomic analysis, and matrix analysis. The study found that the studied companies have insufficient adaptation potential in the field of finance. It was determined that the low values of the adaptation potential are associated with the insufficient level of liquidity, financial stability, business activity, and profitability of the studied logistics companies. The main problems are caused by insufficient working capital to cover the current debt, low level of financial stability and independence, diversion of funds, and low profitability.
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    Information marketing: the essence, characteristics, and trends of development
    (FuturityEconomics&Law, 2023) Mykola Sanakuiev; Hanna Mуkhalchenko; Olha Semenda; Olha Vdovichena
    Under conditions of fierce competition, when it is important for the manufacturer to acquaint the audience with the unique properties of a product or service, the importance of marketing significantly increases, and the modern realities of digitalization of all spheres of business lead to the fact that most promotional tools are somehow or other related to information technology. Therefore, information marketing today forms the basis among other types of marketing and in recent years is gaining considerable popularity. Given the relevance of the topic, the purpose of the article is to determine the essence, trends, and features of information marketing for modern enterprises. In the course of the research general scientific and special scientific methods of research were used, the principles of objectivity, scientific concretization, and consistency were observed. For the reception of objective scientific result of research 23 scientific works on the chosen problematics where features of modern marketing tools application, in particular, information marketing have been considered have been analyzed. The selection of scientific literature was based on the selection of the most cited and relevant publications on the chosen topic. The selection of materials was made through the use of search platforms and research exchange sites Research Gate, Web Of Science. The results revealed that information marketing can be effectively used for both B2B and B2C segments because today the main part of communication is built through electronic communication and information exchange via the Internet, while the relevance of classic tools such as television advertising, postcards, etc., is gradually lost. Also, the peculiarities of the use of different types of information marketing are specified. In conclusions, it has been proved that for the majority of modern enterprises, the use of information marketing tools is critical as it allows them to maintain their market position and to advance in the direction of widening their audience. Moreover, the development of the list of used tools of information marketing will allow to form the prerequisites for the development of the enterprise.
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    Using Social Media Analysis to Improve E-commerce Marketing Strategies
    (International Review of Management and Marketing, 2024) Olha Semenda; Yuliia Sokolova; Olena Korovina; Oleksandra Bratko; Iryna Polishchuk
    This study investigates the application of game theory and matrix-based analysis in enhancing social media marketing strategies for e-commerce businesses. By integrating these mathematical models with social media analytics, aim to provide a comprehensive framework that can predict consumer behavior, optimize competitive strategies, and improve engagement on digital platforms. This study’s application of a game theory matrix model on social media marketing strategies showcased clear benefits for e-commerce entities, with aggressive marketing tactics boosting market share by 30% against passive competitors and achieving a 20% increase even when competitors also adopted aggressive approaches. The Nash Equilibrium emphasize the balanced market share gains when both firms engaged in aggressive strategies. Statistical analysis reinforced the efficacy of these strategies, with a chi-square test yielding a significant value of 13.4, suggesting a strong link between aggressive marketing and enhanced engagement metrics. Regression analysis further validated the impact of engagement on sales, indicating that a 1% increase in likes, comments, and shares corresponded to a 0.75% uplift in sales, evidenced by significant predictors with β values of 0.25, 0.35, and 0.40 for likes, comments, and shares respectively. Content analysis and consumer surveys highlighted a preference for authentic, value-aligned content, with aggressive strategies leading to a 50% higher engagement rate and a 60% consumer preference for such content, emphasizing the critical role of strategic alignment with consumer expectations. Incorporating game theory and matrix-based analysis into e-commerce social media strategies offers a novel approach to understanding and leveraging the complex interplay of consumer interactions and competitive dynamics. This methodology enables marketers to devise more targeted, adaptive, and effective marketing campaigns, driving growth and enhancing consumer satisfaction in the competitive digital marketplace.
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    Аналіз показників соціальних мереж як основа наукових досліджень при створенні маркетингових стратегій
    (Актуальні питання економічних наук, 2025) Семенда Ольга Володимирівна; Корман Ірина Іванівна; Olha Semenda; Iryna Korman
    У сучасному цифровому середовищі соціальні медіа стали ключовим інструментом маркетингових комунікацій, що вимагає систематичного аналізу їхньої ефективності для ухвалення обґрунтованих стратегічних рішень. Метою статті є комплексне дослідження ролі соціальних мереж у маркетинговій діяльності, визначення ключових показників ефективності та розробка підходів до оптимізації стратегій взаємодії зі споживачами. Актуальність дослідження обумовлена трансформацією комунікаційних моделей та зростанням ролі цифрових платформ у формуванні споживчого досвіду, що вимагає розробки адаптивних підходів до оцінки ефективності маркетингової діяльності. Методологічною основою дослідження є комплексний підхід, що поєднує кількісні та якісні методи аналізу даних соціальних мереж. Методи статистичного аналізу використовуються для оцінки показників охоплення, залучення та конверсії, а також методи семантичного аналізу для вивчення якісних характеристик взаємодії користувачів з контентом. Порівняльний аналіз використовується для виявлення закономірностей у поведінці споживачів та оцінки ефективності різних маркетингових тактик. Дослідження визначило ключові показники ефективності маркетингу в соціальних мережах, серед яких охоплення, залученість, конверсія та лояльність. Встановлено взаємозв’язок між різними типами контенту та поведінковими реакціями аудиторії, що дозволяє оптимізувати контент-стратегії. Визначено фактори, що впливають на ефективність маркетингових комунікацій у соціальних мережах, та запропоновано підходи до адаптації стратегій відповідно до змін алгоритмів роботи платформи. Практична цінність дослідження полягає в розробці рекомендацій щодо впровадження аналітичних інструментів для оптимізації маркетингової діяльності в соціальних мережах. Запропоновані підходи дозволяють підвищити ефективність взаємодії з аудиторією, покращити показники конверсії та забезпечити довгострокову лояльність споживачів. Інтеграція сучасних технологій аналітики, створює основу для прийняття обґрунтованих маркетингових рішень та адаптації до динамічних змін у цифровому середовищі. In today's digital environment, social media have become a key tool for marketing communications, which requires a systematic analysis of their effectiveness to make informed strategic decisions. The purpose of the article is to comprehensively study the role of social media in marketing activities, identify key performance indicators and develop approaches to optimizing customer interaction strategies. The relevance of the study is due to the transformation of communication models and the growing role of digital platforms in shaping consumer experience, which requires the development of adaptive approaches to assessing the effectiveness of marketing activities. The methodological basis of the study is an integrated approach that combines quantitative and qualitative methods of analyzing social media data. Statistical analysis methods are used to evaluate the coverage, engagement and conversion rates, as well as semantic analysis methods to study the qualitative characteristics of user interaction with content. Comparative analysis is used to identify patterns in consumer behavior and evaluate the effectiveness of various marketing tactics. The study identified key performance indicators for social media marketing, including reach, engagement, conversion, and loyalty. The relationship between different types of content and audience behavioral reactions is established, which allows optimizing content strategies. The factors that influence the effectiveness of marketing communications in social networks are identified and approaches to adapting strategies in accordance with changes in the platform's algorithms are proposed. The practical value of the study lies in the development of recommendations for the implementation of analytical tools to optimize marketing activities in social networks. The proposed approaches allow to increase the efficiency of interaction with the audience, improve conversion rates and ensure long-term customer loyalty. The integration of modern analytics technologies creates a basis for making informed marketing decisions and adapting to dynamic changes in the digital environment.