Social Economics

INTEGRATION OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN EDUCATION AND SCIENCE: CHALLENGES AND OPPORTUNITIES

2025-12-31T11:04:03+00:00

The article analyzes the theoretical foundations and practical aspects of implementing artificial intelligence (AI) technologies in educational and scientific space. Based on a systematic analysis of international research and empirical data, the main directions of AI application in education are summarized, in particular: personalization of learning through adaptive educational trajectories, automation of pedagogical tasks, and the development of AI-integrated learning management systems. Special attention is paid to generative artificial intelligence (GenAI), which has the potential to transform traditional approaches to teaching and scientific research.

The research methodology is based on a comprehensive approach that combines theoretical analysis of scientific publications, systematization of AI implementation approaches, empirical study of educational practices, and formulation of practical recommendations. The analytical toolkit of the study covers six main theoretical approaches: systemic, activity-based, competency-based, symbolic, connectionist, and hybrid, which makes it possible to comprehensively consider the processes of AI integration into the educational environment.

The key challenges of AI implementation are identified in three dimensions: technical (ensuring the accuracy and scalability of solutions, integration with existing educational platforms), pedagogical (maintaining the human factor and developing critical thinking, finding an optimal balance between innovative and traditional teaching methods), and ethical (data protection and ensuring equal access to technologies).

Recommendations are provided regarding the structure of a professional development program for teachers on using AI in the educational process, which includes modules on AI fundamentals, practical application of tools, teaching methods, ethical aspects, and project work. Methodological approaches to the systemic implementation of AI in educational institutions are proposed, covering the development of digital infrastructure, training of teaching staff, and the formation of institutional policies.

The scientific novelty of the study lies in the proposal of a symbiotic “Human-AI” approach aimed at the harmonious combination of human creativity and empathy with the technological efficiency of AI. The practical significance of the results lies in the possibility of their use by higher education institutions (HEIs) to modernize the educational process and develop recommendations for implementing AI technologies. Prospective areas for further research are outlined, the study of AI's impact on students' cognitive processes, the development of methods for ensuring academic integrity, and the improvement of mechanisms for protecting personal data in the educational environment.

IMPACTS OF DROUGHT AND INCOME SHOCKS ON SEVERE HUNGER IN SOMALIA DURING COVID-19: A POTENTIAL OUTCOME APPROACH USING POISSON REGRESSION

2025-12-31T11:12:12+00:00

Household economic activities in Somalia are deeply affected by periodic droughts and other environmental hazards like flooding and cyclones. The impacts of these shocks are reinforced by households’ exposure to other shocks, and their collective impacts are easily felt on households’ nutrition. This study therefore analysed the impacts of drought and other welfare shocks on severe food insecurity in Somalia. The data were the second wave of the High Frequency Telephone Survey of displaced people, comprising 2505 households. The Poisson regression model was estimated with potential outcome framework to compute the average treatment effect (ATE) and average treatment effect on the treated (ATET). The result showed exposure to covariate and idiosyncratic shocks, with drought (87.36%), food price increases (79.84%), and reduced humanitarian assistance (62.68%) being the most prevalent. Spatial patterns reveal significantly higher drought exposure in central and southern states. Severe food insecurity remains widespread, with many households reporting episodes of food exhaustion, sleeping hungry, or going a whole day without food. Regression results show that unemployment benefits, job search, reduced income, separation, unsafe living conditions, returnee status, and residence in Puntland or Somaliland significantly increase expected hunger severity, whereas urban residence and engagement in income activities reduce it. Several shocks, including non-farm business closure, theft/looting, increased input and food prices, illness or death of income earners, drought, locust invasion, and cyclone/storm events substantially worsen food insecurity. While some shocks show insignificant average treatment effects (ATE), their treatment-on-the-treated effects (ATET) are significant, demonstrating disproportionate impacts on already-vulnerable subpopulations. The findings underscore the urgent need for strengthened shock-responsive social protection, livelihood support, and targeted humanitarian interventions in fragile settings.

FACTORS INFLUENCING THE FORMATION OF COMPONENTS OF THE ORGANIZATIONAL AND ECONOMIC MECHANISM OF INNOVATIVE DEVELOPMENT

2025-12-31T11:20:20+00:00

The crisis, exacerbated by the Russian Federation's military aggression in Ukraine, is increasing the losses of domestic enterprises and forcing them to seek new approaches to organizing their activities. As the experience of developed countries shows, it is precisely the focus on innovative development that is the real direction for increasing the competitiveness of an enterprise, strengthening its competitive advantages, and increasing its profitability. The purpose of the study is to identify the main factors shaping the components of the organizational and economic mechanism of innovative development. To achieve the research goal, the following general scientific and special scientific methods were used: structural-logical analysis; critical analysis; scientific cognition; detailing and synthesis; comparative analysis; forecasting. The results of the analysis indicate the existence of systemic problems in innovative development in Ukraine. The number of innovation-active enterprises is decreasing, which is primarily due to the insufficient volume and limited sources of funding for innovative activities. It is necessary to change management approaches to innovation processes both at the state (regional) level and at the level of individual enterprises.

An important direction is the formation of an organizational and economic mechanism for innovative development, focused on comprehensive promotion of the processes of implementing innovative programs and projects in the activities of entrepreneurial structures in a strategic perspective. The components of such a mechanism include: institutional, financial, informational, intellectual capital, and research components. Each of these elements is aimed at ensuring specific aspects of innovative development and solving problematic tasks to maximize the promotion of innovative processes. To form an effective organizational and economic mechanism, the main groups of factors have been identified for each component. Taking into account the impact of the identified factors will contribute to more effective implementation of innovative activities and the achievement of innovative development goals.

SOCIAL AND SOLIDARITY ECONOMY AS A DIRECTION FOR INCREASING THE ECONOMIC WELFARE OF THE COUNTRY: SEARCH FOR NEW FORMS OF INTERACTION

2025-12-31T12:20:18+00:00

The purpose of writing the article is to find a way out of the situation that has developed in the world economy over the past decades due to the increase in the number of crisis phenomena in the world's economies and the threat of a global economic crisis and environmental disasters. The concern of civil society and academic circles regarding potential threats to stability and growth leads to an increase in interest in finding alternative forms of organizing economic activity and studying the diverse experience of various subjects of the social and solidarity economy. However, despite all the diversity and many years of experience, the activities of such organizations are not widespread, because they have both their own certain strengths (advantages) and a significant number of shortcomings that make it impossible to extrapolate it to all other sectors of economic activity without certain losses and negative effects. Another problem of this sector of the economy is that the activities of such enterprises and organizations are poorly covered by the media against the background of the wider use of advertising in the competitive (commercial) sector of the economy, which is financed from the profits of such companies. One of the ways out of the current situation, we see the search and implementation of new organizational and economic forms of interaction of economic entities, which are based not on competition, but on cooperation (cooperation), such that would contribute to a greater extent to ensuring the goals of sustainable social development ("sustainable development"). The new approaches we propose are based on the use of partial contributions to the capital of joint ventures similar to the "co-partnership" system, which would take into account the interests of all stakeholders. And although this approach is also close to crowdfunding, it has certain differences that provide some advantages compared to existing forms of cooperative participation in capital and labor results. In particular, these are the possibilities for circulation (exchange) of such shares in capital and the security of such obligations with real (commodity) assets or social services. And, if the proposed approaches still require some significant changes to the legislation, the potential from their application in the future may be significant for ensuring the integrity and stability of society and its further development.

SCIENTIFIC JUSTIFICATION OF THE IMPORTANCE OF BRANDING IN STRATEGIC MARKETING

2025-12-31T12:26:55+00:00

In the contemporary landscape of global economic development, branding has evolved into one of the most critical strategic tools for ensuring long-term competitiveness. A brand no longer serves merely as a symbolic identifier but has become a key intangible asset capable of generating sustained market advantages, influencing consumer behavior, and increasing corporate value. The hypothesis that “brands are born, not raised” remains relevant within modern marketing theory, as it suggests that successful brands emerge from deliberate strategic planning rather than spontaneous growth. This article examines the theoretical foundations of brand formation, demonstrating that strong brands result from systematic management, long-term vision, and coherent strategic marketing planning. Drawing on classical and contemporary branding theories – from Aaker and Keller to Kapferer and co-creation models – this research highlights the transformation of branding from a tactical instrument into a central component of corporate strategy. The article also emphasizes the role of branding in building brand equity, shaping consumer trust, and consolidating competitive positions. By analyzing empirical observations, recent academic studies, and the evolution of branding practices in regional and global markets, the research justifies branding as a crucial element of strategic marketing management and identifies its potential for developing new scientific hypotheses relevant for the future of marketing science. Additionally, the paper outlines practical implications for organizations seeking to strengthen their strategic brand architecture, illustrating how effective branding enhances organizational adaptability, supports innovation, and reinforces long-term stakeholder relationships.

GAMIFICATION MARKETING STRATEGIES IN TERRITORY BRANDING: IMPACT ON CONSUMER BEHAVIOR

2025-12-31T12:36:40+00:00

The aim of this article is to evaluate the effectiveness of gamification marketing strategies in territory branding and to determine their impact on consumer behavior. It has been established that one of the key challenges in contemporary territory marketing is the need to create an interactive and personalized experience that stimulates active engagement with the brand and shapes desired behavioral patterns.

Components of gamification, such as digital platforms, AR/VR applications, point and reward systems, are actively developing and enable a comprehensive influence on consumer motivation, engagement, and decision-making.

The behavioral aspect of brand interaction is shaped under the influence of interactive mechanics, which enhances loyalty, encourages repeated interactions, and strengthens the emotional connection with the territory. Moreover, gamification allows for the collection of data on consumer behavioral patterns and the adjustment of marketing promotion strategies based on the obtained analytics.

The study confirmed that integrating gamification strategies into territory brand marketing increases engagement, satisfaction, and the intention to reuse territorial resources, while also influencing consumer decision-making in terms of visitation, recommendations, and social activity. The main barriers include insufficient use of digital technologies and the lack of personalized interaction mechanics.

To enhance the effectiveness of marketing strategies, it is recommended to implement interactive elements in communication and promotional campaigns, utilize digital platforms for data collection and analytics, adapt mechanics to different consumer segments, and systematically evaluate effectiveness through digital metrics and social research.

Further research could focus on developing comprehensive models of digital consumer interaction with the territory brand and assessing the impact of specific gamification mechanics on different audience segments, thereby improving regional competitiveness and brand promotion efficiency. An important direction also involves integrating cutting-edge technologies such as artificial intelligence and personalized VR environments to create a deeper and more motivating consumer interaction experience.

THE ROLE OF MARKETING IN SHAPING SUSTAINABILITY REPORTING

2025-12-31T12:45:16+00:00

The article investigates the transformation of sustainability reporting from a traditional compliance tool into a strategic channel for communication and corporate reputation management. Particular attention is focused on the role of non-financial information presentation methods, specifically visualization, storytelling, and interactive formats, which play a crucial role in ensuring clarity, relevance, and building trust among various stakeholder groups. It is determined that effective sustainability reporting must combine data transparency, consistency with the company's internal practices, and clear visual presentation.

The use of infographics, graphs, charts, narrative cases, and interactive elements allows for tailoring information to the needs of diverse stakeholder groups, thereby increasing communication efficiency. Dynamic digital formats, videos, interactive dashboards, and clickable elements foster audience engagement while demonstrating the company's innovative approach to transparent data presentation. The article also analyzes the risks of opaque communication arising from the discrepancy between the external presentation of the report and the company's actual internal practices. Examples of legal and regulatory cases are provided, demonstrating the economic and reputational consequences of insufficient reporting reliability. The significance of strategic stakeholder analysis for identifying their information needs and priorities in report formation is highlighted, which enhances information relevance. The research emphasizes the need to balance marketing impact with regulatory reliability, as well as the integration of transparency principles into the sustainability reporting structure. It is substantiated that the key vector for improving reporting is the transition from unified formats to segmented data presentation, which allows simultaneously satisfying investors' demands for analytics and the public's need for emotional storytelling, thus ensuring investment attractiveness and business social legitimacy.

INFLUENCER MARKETING AND HEALTHCARE: BIBLIOMETRIC ANALYSIS

2025-12-31T12:51:19+00:00

Recently, there has been a decline in the effectiveness of traditional marketing approaches amidst the growth of the global influencer marketing market. This article summarizes the arguments and counterarguments within the scholarly discussion on influencer marketing over the past 12 years. The main goal of the research is to understand the content and characteristics of existing studies in the field of influencer marketing to determine the direction of future research for both academics and practitioners. The relevance is due to the fact that while the use of influencer marketing is becoming increasingly popular and covers more and more areas, it remains under-researched in healthcare. The study was conducted in the following sequence: determining the influence of journals, authors, and articles on influencer marketing, analyzing keywords, identifying marketing clusters, and analyzing the evolution of research direction changes. The object of the study is 563 relevant works published in various scientific sources between 2014 and 2025. 68% of the works on influencer marketing were published over the last three years, with only 6.9% of the sample directly related to the healthcare sector and related disciplines. The most influential journals regarding influencer marketing were found to be «International Journal of Advertising», «Journal of Business Research», «Journal of Retailing and Consumer Services», and in healthcare – «International Journal of Consumer Studies». The most influential authors regarding influencer marketing are Hudders L., Lou C., Farivar S., and in healthcare – Christiansen P. Most articles were published by researchers from the USA, China, India, the United Kingdom, Malaysia, and concerning influencer marketing in healthcare – India, the United Kingdom, and the USA. Five key clusters were identified in influencer marketing: 1) influence, trust, and consumer behavior; 2) interaction, platforms, and demographics; 3) strategy, user engagement, and digital advertising; 4) social influence, brands, and sustainability; 5) artificial intelligence and virtual influencers. Influencer marketing research is developing actively and dynamically, shifting from traditional psychological aspects to technological, socially-oriented, and highly specialized topics over the past few years. Areas for future research may include artificial intelligence and virtual influencers, using TikTok for generation Z reach, marketing strategy, and user engagement. The results of this study can be useful to academics and marketers for developing more targeted and effective marketing strategies, and to specialists in healthcare institutions for studying successful cases and implementing influencer marketing in their activities.

PARADIGMS FOR THE FORMATION OF EFFECTIVE MECHANISMS OF PUBLIC-PRIVATE PARTNERSHIP AND THE ROLE OF BUSINESS STRUCTURES IN THE RENEWABLE ENERGY SECTOR

2025-12-31T13:02:51+00:00

The article shows how public-private partnerships (PPPs) in renewable energy provide a chance for the public and private sectors to combine resources and share risks in order to finish utility-scale projects that would not otherwise be possible. PPPs are not fully utilized in Ukraine, although being documented in other nations. The relevance of this study is determined by the need to expand renewable energy technologies as a foundation for sustainable economic development. This article analyzes the role of public-private partnerships (PPPs) in the development of renewable energy and focuses on the interaction of public and private efforts to accelerate the transition to sustainable energy. Using narrative review methodology, it is shown that improving public-private partnership (PPP) mechanisms can stimulate the development of entrepreneurial structures in the renewable energy sector by combining public and private resources to implement projects, sharing risks, and accelerating their implementation. The main results of the study are the deterministic features of the development of PPP projects in the field of renewable energy sources, the systematization of the main models and mechanisms for the implementation of PPP in the field of renewable energy. The study also shows how factors like profitability, risk reduction, and advantageous policy frameworks motivate private sector involvement. Low-carbon, climate-resilient partnerships use more innovative strategies, include more stakeholders, exhibit different risk allocations, and focus more on social acceptance than more conventional PPP models. Based on agency theory paradigm, the article presents multi-stage risk allocation framework for PPPs, which is recommended for application, in particular, in Ukraine under the conditions of war-related critical damages of infrastructure.

INSURANCE RISK ASSESSMENT IN LIFE AND HEALTH INSURANCE: THE ROLE OF FAMILY MEDICAL HISTORY

2025-12-31T13:09:49+00:00

The article examines the features of the use of family medical history for assessing insurance risks in life insurance and health insurance (including health insurance), and also identifies the main problematic aspects and challenges of using this actuarial tool.

As a result of the study, we find that the key features of using family medical history for assessing insurance risks are following: the comparability and substitutability of the family medical history of the insurance applicant with the results of his genetic tests; the risk of genetic discrimination; the risks of information asymmetry and adverse selection; the risk of the reliability and completeness of the family medical history of the insurance applicant; the unevenness of actuarial significance; the need for scientifically sound interpretation for use as a tool for assessing insurance risks; the frequent disorder of the rights and obligations of insurers and insured persons regarding the disposal of data on the family medical history of insurance applicants; the lifestyle of the applicant for insurance may affect the likelihood of genetic risks of developing diseases, which are determined on the basis of his family medical history.

Also, this research study evaluates and analyzes the main advantages and disadvantages of using the applicant's family medical history for insurance purposes during actuarial activities in the field of life and health insurance.

We find that currently in Ukraine in order to increase the efficiency of the Ukrainian insurance market in the context of optimizing the use of family medical history to assess insurance risks in life insurance and health insurance (including health insurance), it is necessary to conduct additional research to determine the practical features of using the family medical history of the applicant for insurance during actuarial activities in the field of life and health insurance. The results obtained will allow us to propose the most rational approaches to regulation that would best meet the interests of both insurers and policyholders.

FINANCIAL INSTRUMENTS FOR INNOVATIVE DEVELOPMENT

2025-12-31T13:14:39+00:00

Today, the economies of countries around the world are developing under the growing influence of scientific and technological progress. Technical and technological achievements are becoming the basis for economic breakthroughs and a benchmark for the development of sectors and industries of the global economy. To increase their competitiveness in sales markets, domestic enterprises also need to intensify their innovation activities. However, a number of barriers hinder these processes. A significant obstacle is the limited volume and sources of funding for innovation activities. The purpose of the study is to identify and systematize the main methods and instruments of financial support for innovative development. The following scientific methods were used in the study: the method of generalizing theoretical aspects; the dialectical method of scientific cognition, a systematic and comprehensive approach; methods of statistical observation and information processing, methods of comparison, economic analysis; the graphical method; the method of scientific abstraction and forecasting. The study revealed the following trends in financing the innovative development of industrial enterprises in Ukraine: during 2022-2024, there will be an increase in the total volume of financing for innovative activities; financing from the state budget and non-resident investors will increase significantly. However, the largest share of the financing structure is accounted for by the enterprises' own funds. Conclusions were made regarding the feasibility of using the latest tools and sources of financing for innovative development: FinTech tools, automated investment portfolio management platforms, crowdfunding platforms, P2P lending platforms, etc. The main directions for improving the instruments and sources of financial support for the innovative development of enterprises have been developed. The prospects for further scientific research will be aimed at forming a mechanism for stimulating the innovative development of enterprises based on foreign experience.

FINANCIAL AND ECONOMIC JUSTIFICATION OF INVESTMENT DECISIONS IN LAND ASSETS UNDER WAR-RELATED CHALLENGES

2025-12-31T13:24:05+00:00

In this article, we examine the financial and economic rationale for investment decisions in land assets under the intensified uncertainty caused by wartime conditions. We argue that standard valuation approaches become insufficient in environments characterized by information asymmetry, spatially uneven security threats, and difficulties in verifying the actual quality and usability of land resources. We refine the concept of a war-risk premium and propose its structured incorporation into the discount rate, taking into account territorial specifics, the probability of asset deterioration, and the expected costs associated with restoring land functionality. Our analysis demonstrates that an adequate assessment of capital costs requires the integration of both financial indicators and security-related factors that directly influence long-term investment feasibility.

We further evaluate the need to broaden land-asset verification beyond classical Due Diligence procedures. The proposed framework includes satellite-based land monitoring, contamination assessment, verification of factual land use, and projections of potential productivity losses. To capture the volatility of market and security dynamics, we develop scenario-based cash-flow models and show the advantages of applying a weighted NPV compared to deterministic estimations. This approach enables the identification of a more realistic range of investment outcomes and strengthens the reliability of decision-making. We also construct an integral efficiency indicator that combines risk-adjusted financial metrics with aggregated security parameters. The proposed methodological results can support institutional and private investors, financial intermediaries, and development organizations involved in evaluating and financing land-related projects during wartime and post-war recovery. These findings form a basis for further applied research and for designing mechanisms to derisk investments in land assets.

FINANCIAL PSYCHOLOGY OF TAXPAYERS AS A FACTOR IN THE EFFECTIVENESS OF BUDGETARY POLICY

2025-12-31T13:33:25+00:00

Budgetary policy is traditionally considered through the lens of macroeconomic indicators, legal regulation, and administrative mechanisms; however, this perspective increasingly proves insufficient for achieving sustainable fiscal outcomes. The underestimation of taxpayers’ behavioral factors significantly reduces the effectiveness of even economically justified budgetary decisions. This article is devoted to studying the impact of taxpayers’ financial psychology on the effectiveness of the state’s budgetary policy.

The aim of the study is to substantiate the role of taxpayers’ financial psychology as a factor influencing the effectiveness of budgetary policy. Using general scientific and specialized methods, theoretical generalization and system analysis, as well as expert evaluations, the paper identifies contemporary approaches to researching taxpayers’ financial psychology in the context of budgetary policy formation. The author analyzes psychological factors that determine citizens’ tax behavior, including tax culture, trust in authorities, perception of tax system fairness, and willingness to fulfill tax obligations. Tools for psychologically influencing tax behavior are also identified.

Based on the study results, the interconnection between taxpayers’ psychological attitudes and the effectiveness of budget revenue formation is substantiated. The losses to the state budget resulting from tax evasion are assessed, and the reasons for citizens’ and businesses’ reluctance to fulfill their tax obligations are identified. Recommendations are formulated for integrating psychological approaches into the system of budgetary policy formation and implementation in Ukraine. It is demonstrated that ignoring psychological factors leads to reduced tax compliance, growth of the shadow economy, and undercollection of budget revenues. Therefore, the development of theoretical and applied foundations for integrating psychological approaches into Ukraine’s budgetary policy is a necessary condition for improving tax discipline, strengthening the state’s financial security, and fostering a responsible fiscal environment.