Economy, finances, management: topical issues of science and practical activity

SCIENTIFIC JOURNALS OF VINNITSA NATIONAL AGRARIAN UNIVERSITY

Issue №: 2 (76)

Published: 2026.05.28

DOI: 10.37128/2411-4413-2026-2

Description:
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.

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DEVELOPMENT TRENDS IN SCIENTIFIC RESEARCH IN DIGITAL MARKETING

DOI: 10.37128/2411-4413-2026-2-10

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ZAVALII Tetiana – PhD, Associate Professor of the Department of Management, Business and Marketing Technologies, Zhytomyr Polytechnic State University (10005, Zhytomyr, 103, Chudnivska Str., zavaliiatatyana@gmail.com, https://orcid.org/0000-0002-6315-5646).

Annotation

The trends in the development of scientific research in digital marketing have been investigated through a chronological analysis of scholarly works. The rationale for dividing the existing studies into two groups has been substantiated. The first group comprises works that examine digital marketing within the context of general marketing development trends, while the second encompasses studies that analyse digital marketing as an independent scientific discipline.

The development of the research priorities has been traced from the recognition of the Internet as a factor in marketing activities to a comprehensive examination of technology-oriented, behavioural, and socio-ethical aspects of digital marketing. It has been established that the development of digital marketing represents not a supplement to traditional marketing but a qualitatively new stage, characterised by a transition to new theoretical foundations in which technologies serve not merely as tools but as a new environment for the implementation of marketing practices. The trends in the development of marketing research related to digital marketing have been systematized, including the progression of digital marketing from fragmented influence to the transformation of the marketing system, the technologisation of marketing science, the shift in research priorities and the expansion of the research objects, the emergence of ethical and social dimensions in scientific inquiry, and the integration of marketing with the concept of sustainable development. The trends in the development of digital marketing as an independent scientific discipline have been identified, among them are exponential growth, globalization and institutionalisation of research, transformation of the research subject, interdisciplinarity, identification of thematic research clusters, the growing role of marketing analytics, and critical reflection on ethical challenges. It has been emphasized that the current stage of research in digital marketing is characterized by deepened attention to artificial intelligence technologies and critical reflection on the ethical challenges associated with their application.

Keywords: marketing science, marketing development trends, digital marketing, consumer behavior, social networks, artificial intelligence, interdisciplinarity

List of references

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About the journal

Topics of the journal:

С1 Economics and International Economic Relations (by specialization)

D1 Accounting and Taxation

D2 Finance, Banking, Insurance and Stock Market

D3 Management

D4 Public Management and Administration

D5 Marketing

D7 Trade

J3 Tourism and Recreation

Keywords: economics , international economic relations , accounting , taxation , finance , banking , insurance , stock market , management , public management and administration , marketing , trade , tourism and recreation

Key information:

ISSN (print): 2411-4413

DOI: 10.37128

All-Ukrainian scientific and production journal “Economics, finance, management: topical issues of science and practical activity” is a peer-reviewed open-access journal that publishes original research, theoretical articles and reviews on a wide range of economic and business issues. The articles, which have scientific and scientific-practical significance, highlight theoretical and methodological aspects of the development of agrarian sector of economy and related industries, the results of fundamental and applied research.

The purpose of the journal is to highlight the results of fundamental and applied research in the field of economic sciences, aimed at developing modern approaches to managing economic processes, financial support for enterprise activities and increasing the efficiency of economic systems. The publication is focused on creating a scientific environment for the exchange of research results between scientists, higher education students and practitioners in economic sphere, as well as on the dissemination of modern scientific and methodological approaches to solving current economic and management problems. The journal contributes to the development of the research in the field of enterprise economics, finance, accounting, auditing, management, marketing, entrepreneurship, trade, tourism and recreation, public management and administration, economic development and international economic relations, which meets the modern needs of the socio-economic development of the state.

The journal’s objectives are:

• publishing the results of fundamental and applied research in the fields of economics, international economic relations, finance, management, public administration, accounting, marketing, tourism and recreation, and entrepreneurship;

• promoting the development of modern methods of managing enterprises and organizations, increasing the efficiency of using financial and material resources;

• supporting the research aimed at improving the economic mechanisms of enterprise functioning, developing innovative activity, and increasing the competitiveness of economic structures;

• ensuring the scientific exchange of research results between higher education institutions, scientific institutions, and business entities;

• developing methods of economic analysis, forecasting, and modeling of socio-economic processes;

• disseminating of modern approaches to financial management, accounting, taxation, and control of economic activity;

• promoting the development of interdisciplinary research related to the economic support of the development of agrarian sector of economy and rural areas;

• integration of scientific research results into the international scientific space and increasing the level of scientific communication.

Publisher: Vinnytsia National Agrarian University

Link to the journal on the publisher’s website: ”Economics, finance, management: topical issues of science and practical activity”

Frequency of issue: 4 times a year.

Language of publication: Ukrainian, English.

Editor-in-Chief: Inna Honcharuk

State registration: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1337 and No. 1178. Media identifier – R30-05171. Publisher registration number (EDRPOU) 00497236.

Publisher’s ROR: https://ror.org/05m3ysc06 Publisher’s DOI prefix: 10.37128 ISSN (print): 2411-4413

Publisher DOI prefix: 10.37128 ISSN (print): 2411-4413

The scientific journal is included in category "B" of the List of scientific professional publications of Ukraine, in which the results of dissertations for the degree of Doctor and Candidate of Sciences in the specialties C1 (051) - Economics, D1 (071) - Accounting and Taxation, D2 (072) – Finance, Banking, Insurance and Stock Market, D3 (073) – Management, D5 (075) – Marketing, D7 (076) – Entrepreneurship and Trade, (241) – Hotel and Restaurant Business, D4 (281) – Public Management and Administration (Order of the Ministry of Education and Science of Ukraine dated March 17, 2020 №409)

History of journal:

Founded in 1997 under the name ”Bulletin of Vinnytsia State Agricultural Institute”. In 2010-2014 it was published under the name “Collection of Scientific Papers of Vinnytsia National Agrarian University”. Since 2015 “Economics, finance, management: current issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 PR dated 12/31/2014).