Рябов Ігор Будимирович
http://ir.stu.cn.ua/123456789/20568
кандидат економічних наук, ст. викладач2024-03-28T17:30:34ZФактор діджиталізації туристичної реклами
http://ir.stu.cn.ua/123456789/28940
Фактор діджиталізації туристичної реклами
Безуглий, І. В.; Рябов, І. Б.; Рябова, Т. А.
In order to evaluate the effectiveness of advertising in tourism, it is proposed to separately evaluate
the economic and communicative aspects. Economic efficiency is determined by the ratio of results
from the advertising budget. Communication efficiency is characterized by the degree of attraction of
potential customers. The factors influencing the evaluation of the economic effectiveness of tourist advertising
are summarized, including the use of various marketing tools, the inertia of consumer demand
the instability of the tourist environment, seasonality, and the population's ability to pay. Popular directions
for writing advertising articles in tourism are given. The ideas of the headings of the travel
website pages or articles are highlighted. Marketing tools that affect the communicative effectiveness
of tourist advertising are presented: development of an advertising appeal to consumers, use of SEO
texts, development of the architecture of a tourist site, use of social SEO audit, orientation to sources of
tourist travel reservations. It is recommended to use certain words and phrases, perform visual optimization,
analyze the interaction of the site with search engines, and test the loading speed of the site pages
among the SEO optimization tools for tourist advertising texts. Recommended electronic services for
searching for keywords in advertising tourist texts. It is noted that the popularity of keywords depends
on the season, current news, fashion for types of recreation. The rules of visual optimization of the site,
the ratio of the amount of text to a unit of graphic material are given. Formulated requirements for the
design of a tourist site. The main principles of developing an advertising appeal are presented: taking
into account the specificity of the tourist product, targeting the target audience, determining the motives
of consumers. Some aspects of conducting an advertising company in tourism are disclosed.
Безуглий, І. Фактор діджиталізації туристичної реклами / І. Безуглий, І. Рябов, Т. Рябова // Проблеми і перспективи економіки та управління. - 2023. - № 2 (34). - С. 130-142.
2023-01-01T00:00:00ZФактор тревел-журналістики в розвитку туризму
http://ir.stu.cn.ua/123456789/27773
Фактор тревел-журналістики в розвитку туризму
Безуглий, І. В.; Рябов, І. Б.; Бусел, В. М.
У статті досліджено вплив тревел-журналістики на активізацію туризму. Розкрито
зміст публікацій інформаційно-довідкового характеру, публікацій з промоційними
властивостями, пізнавально-орієнтовних, проблемно-аналітичних матеріалів. Наведено найбільш вживані в туризмі типи PR-текстів. Розкрито особливості використання таких PR-текстів у туризмі, як бай-лайтер, бекграундер, іміджева та
оглядова статті, кейс-історія, ньюзлеттер, прес-реліз. Наведено приклади користувацьких, спеціалізованих, фахових та бортових видань в українських засобах
масової інформації. Відзначено, що в тревел-журналістиці найбільш поширено такі
форми подання інформації, як репортаж, подорожній нарис, рекомендація. Обґрунтовано, що візуальний контент краще сприймається споживачами туристичних послуг. Наведено приклади популярних закордонних та українських тревел-програм. Практична цінність статті полягає в розробленні рекомендацій до впровадження найбільш перспективних тревел-практик.
Безуглий, І. В. Фактор тревел-журналістики в розвитку туризму / І. В. Безуглий, І. Б. Рябов, В. М. Бусел // Інфраструктура ринку. - 2021. - Вип. 59. - С. 10-16.
URL: http://market-infr.od.ua/journals/2021/59_2021/4.pdf
2021-01-01T00:00:00ZAnalysis of digital marketing trends in 2022-2023 of the global fuel and energy complex (experience for Ukraine)
http://ir.stu.cn.ua/123456789/27732
Analysis of digital marketing trends in 2022-2023 of the global fuel and energy complex (experience for Ukraine)
Забарна, Е.; Рябова, Т. А.; Рябов, І. Б.; Писаренко, Н.; Мостова, А.
The purpose of the study is to identify trends in the development of digital marketing among companies of the global fuel and energy complex in the current market economy. The article uses methods of analysis and synthesis in determining the characteristics of the implementation of digital marketing. The economic-statistical method was used to analyze the volume of global energy companies' expenditures on digital marketing technologies and to determine the level of their market capitalization of shares. The monographic method was used for a comprehensive and in-depth study of digital advertising activities, and causal links between the implementation of such an advertising campaign and the overall performance of companies. The abstract-logical method was used to generalize and form conclusions. The essence and importance of digital marketing in the promotion of energy brands, taking into account the results of scientific research and practice of global energy companies. Determined the key promising trends in the development of digital marketing in the fuel and energy complex. Investigated the dynamics of the volume of costs for marketing digital technologies and investigated the dynamics of the value of market capitalization of energy companies in the world. An econometric regression model was developed to quantify the impact of the costs of marketing digital technologies on the market value of shares of energy companies around the world. It was found that an increase of 1 bln.$ in the cost of marketing digital technologies increases the value of the market capitalization of energy companies' shares by an average of 14270.84 bln.$.
Zabarna E., Riabova T., Riabov I., Pysarenko N., Mostova A. Analysis of digital marketing trends in 2022-2023 of the global fuel and energy complex (experience for Ukraine). Calitatea quality access to success. 2022. № 24 (192), 360-367. https://admin.calitatea.ro/assets/Documents/Archive/PDF/20221211_aa0b69c1-0abe-402e-bbcb-61f947a76598.pdf
2023-01-01T00:00:00ZPeculiarities of digital marketing in the era of globalization: an analysis of the challenges
http://ir.stu.cn.ua/123456789/27731
Peculiarities of digital marketing in the era of globalization: an analysis of the challenges
Рябова, Т. А.; Рябов, І. Б.; Вовчанська, О.; Лі, Т.; Саєнко, В.
Today's dynamic world is characterized primarily by two defining factors: the rapid digitalization
of various spheres of interaction and the globalization of relationships and
technology. As a result, new uses of well-known practices are emerging, in particular
digital marketing. Meanwhile, such structural transformations are characterized by a
large number of challenges that can hinder rapid growth. This article examines the
challenges facing digital marketing tools in the era of globalization and the prospects
for minimizing the impact of the negative effects of these challenges on the performance
of companies, as well as determining the economic effect of adapting to these challenges.
The article aims to determine the peculiarities of the use of modern digital marketing
tools in the globalization of the economic space and to highlight the proposals
for the further effective operation of these tools. Research methods - comparison, analysis,
synthesis, inductive and deductive methods. For the analysis, such tools as works
of scientists, practical reports of agencies, and articles of industry experts were used.
As a result of the study the main means of application of digital marketing tools in the
context of the challenges of globalization were analyzed, specific challenges that can
slow down the pace of implementation of digital marketing tools were identified, ways
to overcome the problems associated with the modernization of digital marketing were
proposed. The scientific novelty of the study is to determine the impact of current challenges
of globalization processes on the development of digital marketing and digital
commerce in general, in particular, through the analysis of the growing role of social
networks and the use of the latest tools in marketing activities. The practical significance
of the article consists of the prospect of deep application of the information given in the
study to improve the effectiveness of the use of digital marketing tools. The study concludes
that the relevance of adopting new digital tools will play a leading role in increasing
revenues and will contribute to the rapid growth of commerce around the world.
Riabova, T., Riabov, I., Vovchanska, O., Li, T., & Saienko, V. (2022). Peculiarities of digital marketing in the era of globalization: an analysis of the challenges. Financial and Credit Activity Problems of Theory and Practice, 6 (47), 160–171. https://doi.org/10.55643/fcaptp.6.47.2022.3940
2022-01-01T00:00:00Z