MARKETING THEORY AND METHODOLOGY

Consumer value as the basis for developing a marketing business model
Komarnitskaya E.V., Candidate of economic sciences, Associate Professor of the Department of Management Federal State Educational Institution of Higher Education «Donetsk State University», e-mail: alenakomarnitskaja@yandex.ru
SPIN-code: 4395-2956; Author ID: 257576; ORCID ID: 0000-0003-1787-8234

In this article, the author considers consumer value as the basis of modern entrepreneurial activity. The creation of consumer value is reflected in modern scientific approaches: concepts of value creation, ecosystems and business models, which made it possible to develop a notation of consumer value in modern conditions.
Keywords: marketing, business model, consumers, value, ecosystem.

Sources
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9. Balabanova L.V. Kontseptualnye osnovy formirovaniia biznes-modeli treid-marketinga / L.V. Balabanova, A.N. Germanchuk // Vestnik Donets. nats. un-ta. Ser. V.: Ekonomika i pravo. – 2018. – № 3. – S. 31–39.
10. Denisov I.V. Vliianie transformatsii sotsialno-ekonomicheskikh sistem na izmenenie osnov teorii menedzhmenta: perspektivnye biznes-modeli / I.V. Denisov // Ekonomika, predprinimatelstvo i pravo. – 2022. – T. 12. – № 2. – S. 479–494. – DOI: 10.18334/epp.12.2.114243
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Methodology for studying the satisfaction of visitors to cultural and recreation parks
Korchagova L.A., Candidate of Economic Sciences, docent of the Marketing Department of Russian State University for the Humanities, e-mail: lakor@rggu.ru
SPIN-code: 5883-7435; Author ID: 352519
Mikhaleva K.A., main expert of CBI «Analytical Center», e-mail: mihalyova.cristina24@gmail.com

Currently, one of the determining factors in the development of any organization is customer satisfaction. The study of the satisfaction of visitors to parks of culture and recreation is a special case of studying consumer satisfaction. A variety of methods are used to assess the satisfaction of park visitors, including: population surveys, calculations of satisfaction and loyalty indices, statistical analysis, building perception maps, and others.
This article discusses the methodology for researching the satisfaction of visitors to parks of culture and recreation, as important objects engaged in cultural and leisure activities, and also presents the results of an analysis of the satisfaction of visitors to Gorky Park, which showed both positive aspects and allowed to identify existing problems in the activities of this park, affecting the satisfaction of its visitors. Such studies make it possible to further improve the quality of infrastructure and services in parks and contribute to increasing visitor satisfaction.
Keywords: visitor satisfaction, parks of culture and recreation, satisfaction research, research methods, satisfaction indicators.

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10. Safronova N.B., Korneeva I.E. Marketingovye issledovaniia: ucheb. posobie dlia bakalavrov / N.B. Safronova, I.E. Korneeva. – 4-e izd., ster. – M.: Dashkov i K, 2022. – 292 s.

Development of research methods for measuring consumers' attachment to luxury brand
Sholomova A.V., Assistant professor, 3-d year student of doctoral program (postgraduate), Department of Marketing, Plekhanov Russian University of Economics, e-mail: a.sholomova@gmail.com
SPIN-code: 3030-8800; Author ID: 1185434; ORCID ID: 0000-0003-3845-1336

The article discusses key approaches to assessing consumer attachment to a brand, the motivations of consumers of luxury goods in the categories of traditional luxury (Authentic Luxury) and new luxury (New Luxury), and the peculiarities of consumer behavior of representatives of the growing HENRY segment. Examples of implementation of digital technologies by luxury companies at all stages of the purchase process are presented. The methodology of empirical research to assess the attachment of HENRY consumers to the luxury brand is developed, it considers the importance of the influence of the author's proposed motivation «di-elite effect» (continuum of snob effect), characteristic of HENRY in the digital economy, and the attributes of goods of the category of «new luxury».
Keywords: HENRY consumers, brand attachment, new luxury, consumers motivations, di-elite effect.

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nii – proizvoditelei roskoshi posredstvom ispolzovaniia metavselennykh // Sovremennyi marketing: ekosistemnye podkhody, tsifrovizatsiia i perspektivy razvitiia. – M.: OOO «Rusains», 2023. – S. 115–129.
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MARKETING TOOLS

An application of attribution models for evaluating marketing performance
Mariashina A.S., 4th year full-time student of the Faculty of Economic and Social Sciences, Russian Academy of National Economy and Public Administration, Moscow, Russian Federation, e-mail: ans.maryashina@mail.ru
SPIN-code: 5357-3243; Author ID: 1241971
Olkova A.E., Associate Professor of the Department of Economics and Finance, Faculty of Economic and Social Sciences, PhD in Economics, Russian Academy of National Economy and Public Administration, Moscow, Russian Federation, e-mail: olkova-ae@ranepa.ru
SPIN-code: 7375-0455; Author ID: 789620
Piskulina A.S., 4th year full-time student of the Faculty of Economic and Social Sciences, Russian Academy of National Economy and Public Administration, Moscow, Russian Federation, e-mail: angelinapiskulina@gmail.com
SPIN-code: 5459-3575; Author ID: 1241292

This paper presents the results of a comparative analysis of data-based attribution models and a study of customer paths and digital marketing tools used in the company. For the analysis, the results of calculating the attributed value of channels using simplified models «Last Click», «First Click», heuristic linear model and Markov Chains algorithmic model are presented. Based on the analysis, suggestions for using a specific attribution model to evaluate the effectiveness of marketing are provided.
Keywords:  attribution model, marketing analytics, digital marketing, Markov chains, performance evaluation.

Sources
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2. Anderl E., Becker I., Wangenheim F.V., Schumann J.H. (2014). Mapping the Customer Journey: A Graph-Based Framework for Online Attribution Modeling  [Elektronnyi resurs]. URL: x.doi.org/10.2139/ssrn.2343077
3. Forrester Research, Inc. (2012). Digital Attribution Comes Of Age. The Last-Click Paradigm Erodes As Marketers Turn To Fractional Attribution [Elektronnyi resurs]. URL: iab.com/wp-content/uploads/2015/08/DigitalAttributionComesOfAge.pdf
4. Rizvi S.M. (2019). Attribution modelling of online advertising. Master’s thesis, Tampere University [Elektronnyi resurs]. URL: trepo.tuni.fi/handle/10024/115941
5. Plas J.  (2018). Evaluating attribution models on predictive accuracy, interpretability, and robustness, Master Thesis Data Science: Business and Governance, Tilburg University [Elektronnyi resurs]. URL: arno.uvt.nl/show.cgi?fid=147278
6. Anderl E., Becker I., Wangenheim F.V., Schumann J.H. (2016). Mapping the customer journey: Lessons learned from graph-based online attribution modeling. International Journal of Research in Marketing, vol. 33, no. 3, pp. 457–474 [Elektronnyi resurs]. URL: doi.org/10.1016/j.ijresmar.2016.03.001
7. Poutanen R. (2020). Analysis of online advertisement performance using Markov chains. Master’s thesis, Tampere University [Elektronnyi resurs]. URL: trepo.tuni.fi/bitstream/handle/10024/120452/PoutanenRiku.pdf
8. Wrodarczyk (2023). Markov Chain Attribution Modeling [Elektronnyi resurs]. URL: adequate.digital/en/markov-chain-attribution-modeling-complete-guide/

MARKETING RESEARCH

Features of young people's consumer behavior in the fast fashion segment
Timokhovich A.N., PhD in Psychology, Associate Professor at the Advertising and PR Department of State University of Management, e-mail: 3178720@list.ru
SPIN-code: 4619-7868; Author ID: 450887; Scopus ID: 57212621828; Researcher ID: C-8154-2015; ORCID: 0000-0001-5326-5975

The article deals with the problems of consumer behavior of young people in the segment of fast fashion. Fast fashion is a social and marketing phenomenon with controversial significance in the context of its impact on society and the environment. The article presents the results of empirical research with quantitative and qualitative methods of primary data collection aimed at studying the consumer practices of young people in the fast fashion segment. The research was conducted in February 2024. It reveals young people's attitudes towards the phenomenon and fast fashion products; their involvement in the decision to buy fast fashion products. The ways and patterns of shopping for fast fashion products by young people are presented; the factors under the influence of which young people buy fast fashion products in offline and online environments are described. Conclusions are drawn based on the results of the study.
Кeywords:  fast fashion, young people, consumer behavior, fashion industry products, conscious consumption, purchase decision making.

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3. Lauren B. How to Break up with Fast Fashion. A guilt-free guide to changing the way you shop for good. – L.: Headline, 2021. – 294 p.
4. Dolzhenko I.B. Deiatelnost TNK bystroi mody v usloviiakh meniaiushcheisia vneshnei sredy // Ekonomika i biznes: teoriia i praktika. – 2023. – № 10-1 (104). – S. 128–132.
5. Hoffmann S., Akbar P. Consumer Behaviour. Understanding Consumers – Designing Marketing Activities. – Springer Wiesbaden, 2023. – 187 p.
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10. Timokhovich A.N., Leliakova A.S., Filenko Ts.S. Vliianie industrii mody na okruzhaiushchuiu sredu: istoriia, teoriia, praktika. – M.: Rusains, 2023. – 132 s.

Analysis of viewing series’ features to promote visual content in Russia
Dolgopolov D.V., PhD in Economics, Associate Professor of Chair of Advertising and PR, State University of Management, Moscow, e-mail: dolgopolovguu@gmail.com
SPIN-code: 9298-9851; Author ID: 989072; Scopus Author ID: 57220954522; ORCID ID: 0000-0001-9179-0076 
Markina V.S., Student of Chair of Advertising and PR, State University of Management, Moscow, e-mail: valeria.markina2000@yandex.ru

The article analyzes the features of watching TV series by Russian audiences on streaming services. As part of the quantitative and qualitative research, the main psychological and emotional characteristics that influence the promotion of Russian serial content on major Russian film streaming platforms have been identified. The article draws conclusions regarding the promotion of serial content in the Russian segment of film streaming services among youth audiences.
Keywords:   video content, TV series promotion, streaming platforms, target audience, psychological characteristics of the audience.

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5. Lee Sangjae  (2023). The Moderating Effects of Online Streaming Content Service Characteristics on Online Word-of-mouth for Service Performance. Applied Sciences. 13. 13274. 10.3390/app132413274.

MARKETING COMMUNICATIONS

Conceptual model of marketing communications as a tool for consumer personality management
Ketova N.P., Ph. D., Professor, Head of the Department of Marketing and Communications in Business, Southern Federal University, Russia., e-mail: nketova@sfedu.ru
ORCID: 0000-0001-6832-8174; Web Of Science: L-2937-2013; SPIN-code: 8323-7290; Author ID: 149026; Scopus: 56117462100
Vardanyan A.A., the first year PhD degree student at the faculty of Management, Southern Federal University, Russia. e-mail: vardanian@sfedu.ru
ORCID: 0000-0002-6547-1482; SPIN-code: 7370-1809; Author ID: 1112929

The article highlights the relevance of studying the process of managing consumer loyalty and using marketing communications as a tool to manage it. In modern dynamic market conditions, there is a need to improve marketing communications, taking into account digital transformations and the formation of the electronic consumer. To achieve this, it is necessary to deepen theoretical knowledge in the field of marketing communications, which will ultimately increase their effectiveness in managing consumer loyalty. The aim of this article is to analyze key points in the field of consumer loyalty management and to formulate an author's position on the essence and structure of the marketing communications model as a tool for managing consumer loyalty. The main methods of research were analysis and synthesis. As a result of the study, author's conclusions and key definitions necessary for understanding the proposed marketing communications model were formulated. The findings are applicable in the field of marketing and marketing research, as well as in the construction of a rational model of consumer loyalty. In the conclusions of the study, a conclusion is formulated that consumer loyalty management is aimed at maximizing the number and value of purchases made by the consumer, as well as the growth of income of the retail company in which these purchases are made.
Keywords: marketing communications, consumer loyalty, consumer experience, loyalty management, communication channels, object of communication, subject of communication, marketing message.

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2. Zagorskaia A.I. Upravlenie loialnostiu potrebitelei v sfere torgovli / A.I. Zagorskaia // Marketing i tsenovaia politika. – 2022. – № 4 (35). – S. 9–17.
3. Ketova N.P., Vardanian A.A. Uchet faktorov i kriteriev loialnosti potrebitelei prodovolstvennykh tovarov pri upravlenii ikh pokupatelskimi predpochteniiami // Ekonomika, predprinimatelstvo i pravo. – 2023. – T. 13. – № 6. – S. 1865–1876. – DOI: 10.18334/epp.13.6.117789
4. Gorsheneva E.V. Formirovanie predlozheniia kak sostavliaiushchei marketingovykh kommunikatsii / E.V. Gorsheneva // Izvestiia Ural. fed. un-ta. Ser. 1: Problemy obrazovaniia, nauki i kultury. – 2017. – T. 170. – № 2. – S. 94–104.
5. Kurochkina A.Iu. Programmy loialnosti potrebitelei: uiti nelzia ostatsia: monografiia // Marketing Rossii. Nauchno-pedagogicheskaia shkola «Marketing vzaimodeistviia» / pod nauch. red. G.L. Bagieva, V.G. Shubaevoi, O.U. Iuldashevoi. – SPb.: Izd-vo SPbGEU, 2022. – S. 126–131.
6. Iuldasheva O.U., Shubaeva V.G., Gorianskaia E.D. Vliianie pokupatelskogo opyta v setevom reteile na udovletvorennost i loialnost potrebitelei: monografiia // Marketing sotvorchestva i globalnye kommunikatsii doveriia / pod nauch. red. G.L. Bagieva, O.U. Iuldashevoi. – SPb.: Izd-vo SPbGEU, 2020. – S. 385–416.
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MARKETING FOR NON-PRODUCTIVE SPHERE

Strategic marketing planning using the example of promotion of a budgeting application
Derzhavina A.D., Candidate of Technical Sciences, Associate Professor of Business Informatics and Management, Institute Entrepreneurship Technologies and Law St. Petersburg State University of Aerospace Instrumentation, e-mail: derzhavina. a.d@mail.ru
SPIN-code: 5767-9996; Author ID: 1093374; ORCID: 0000-0003-4741-8714
Kurmanaliev E.R., student of the St. Petersburg State University of Aerospace Instrumentation, e-mail: eduard.kurmanaliyev@mail.ru
ORCID: 0009-0005-5880-4970

This article presents the definition of strategic planning, its structure and meaning, features of promoting an application in the B2C market, an analysis of competitive applications is carried out and, based on the collected data, a strategic plan is drawn up using the example of a budgeting application.
Keywords: marketing, marketing plan, strategic marketing, budgeting applications.

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The development of hobby online schools in Russia
Laricheva E. A., Candidate of Economic Sciences, Associate Professor, associate Professor of the Department of Industrial Economics and Management of Bryansk State Technical University, e-mail: helenette@yandex.ru
SPIN-code: 5799-3065; Author ID: 210622; RSCI ID: 210622; ORCID ID: 0000-0002-3246-7823

The article presents the dynamics of the development of the online education market in Russia, describes the work of hobby online schools using the example of learning how to create jewelry. The motives of the students of these schools are analyzed, the advantages for the creators of such a school and its students, the stages of the evolution of the work of the hobby online school as a whole are considered, as well as the example of the school of the brand «Your brooch».
Keywords: online school market, hobby online school, evolution of hobby online schools in Russia.

Sources
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ARTIFICIAL INTELLIGENCE IN MARKETING

The impact of artificial intelligence on marketing education
Sidorchuk R.R., Doctor of Economics, Associate Professor, Professor of the Department of Marketing Plekhanov Russian University of Economics, Moscow, Russia, e-mail: Sidorchuk.RR@rea.ru
SPIN-соde: 5776-9216; Author ID: 435077; Scopus Author ID: 56426297800; Researcher ID (WoS): D-4239-2009; ORCID ID: 0000-0002-4033-2937

This article examines the application of AI in marketing and the implications AI has for marketing educators. To date, marketing educators have focused on the technical application of AI in marketing practice. But since AI raises important questions for the future development of marketing education and career prospects for both marketing managers and marketing educators, the discussion in this article will focus on this issue.
Keywords: education, artificial intelligence, marketing, generative artificial intelligence, marketing education.

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Predicting customer lifetime value in retail using machine learning methods
Lamanov M.Yu., Master of Management, Faculty of Economics, Lomonosov Moscow State University, e-mail: mhllmnv122@gmail.com
Deinekin T.V., Candidate of Economic Sciences, Associate Professor of Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, e-mail: tihon@deynekin.ru
IstinaResearcher ID (IRID): 153716097; SPIN-code: 5534-4372; Author ID: 493064

Customer lifetime value is a metric that has already become one of the main metrics tracked in marketing activities. Researchers are interested not only in the profit received by the company from clients at the time of purchase, but also in all profits, both already received and potential over the entire “life” of the client. The work analyzes existing approaches to defining the concept of “customer lifetime value”, formulas for calculating it, systematizes the practice of using machine learning to predict it.
Keywords: customer lifetime value, LTV, CLV, artificial intelligence, machine learning.

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How artificial intelligence is changing the approach to interacting with customers and creating personalized offers
Denisova E.V., senior teacher of the Kaluga branch of the Financial University, e-mail: evdenisova@fa.ru
SPIN-code: 8398-7889; ORCID: 0000-0002-3454-2380
Filimonova A.A., 4th year bachelor of the Kaluga branch of the Financial University, e-mail: anastasiya.fil1monova@yandex.ru

The article examines the influence of artificial intelligence on the approach to interaction with clients in modern business. The authors reveal ways to create personalized offers using AI and new opportunities that open up for companies in improving customer experience.
Keywords: Artificial intelligence, customer interaction, personalized offers, business, customer experience, technology, artificial intelligence, effective interaction, business transformation.

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DISCUSSION CLUB

Analysis of the use prospects of artificial intelligence technologies for marketers training
Tokarev B.E., Doctor of Economics, Professor, State University of management, e-mail: tokarevboris@gmail.com
SPIN-code: 3331-1295; Author ID: 636624; Scopus ID: 57220963086; ORCID: 0000-0001-6057-8451

The paper discusses the results of a study artificial intelligence (AI) technologies use by students of higher educational institutions during their studies. The factors influencing the use of such technologies have been identified. The risks associated with the introduction and use of artificial intelligence in various fields are shown. The state and prospects of using artificial intelligence technologies in the training of marketers are analyzed. Real-world cases show how students are currently using these technologies. The results of a survey of students are presented, which provides data on their willingness to use AI technologies to perform various educational tasks. The survey showed that the level of use of AI by students for educational purposes is over 80%. The tasks on which AI is relevant are investigated. The problematic areas of AI application in the training of marketers are shown. The main directions of the development of software packages for legal use in the educational process are analyzed.
Keywords: artificial intelligence, machine learning, higher education, marketing, student.

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