СУЧАСНІ ТЕНДЕНЦІЇ ВИКОРИСТАННЯ ЦИФРОВИХ КОМУНІКАЦІЙ ПІДПРИЄМСТВАМИ

В статье рассмотрены региональные различия в уровне проникновения интернета в Казахстане за период с 2018 по 2023 год. Проанализированы статистические данные, полученные из официальных источников, с использованием методов временных рядов и сравнительного анализа. Определено, что в целом уровень цифровой доступности в стране значительно увеличился, особенно в таких областях, как Карагандинская и Акмолинская области, где выявлен заметный рост интернет-инфраструктуры. Однако, на основе анализа, показано, что в ряде регионов, таких как Атырауская область, уровень проникновения интернета остается ниже среднереспубликанского показателя, что свидетельствует о цифровом неравенстве. Рассмотрены изменения в целях использования интернета членами домашних хозяйств, выявлено снижение популярности скачивания контента и участия в социальных сетях, что указывает на рост интереса к использованию интернета для коммерческих целей, таких как онлайн-шопинг и поиск информации о товарах и услугах. Результаты исследования подчеркивают важность дальнейших усилий для улучшения цифровой инфраструктуры в регионах с низким уровнем интернет-проникновения. Определены направления для дальнейших исследований, включая интеграцию новых технологий и улучшение качества интернет-услуг в отдаленных районах Казахстана. The article examines regional differences in the level of Internet penetration in Kazakhstan for the period from 2018 to 2023. Statistical data obtained from official sources are analyzed using time series and comparative analysis methods. It was determined that, in general, the level of digital accessibility in the country has increased significantly, especially in areas such as Karaganda and Akmola regions, where a noticeable increase in Internet infrastructure has been identified. However, based on the analysis, it is shown that in a number of regions, such as Atyrau region, the level of Internet penetration remains below the national average, which indicates digital inequality. Changes in the use of the Internet by household members have been reviewed, and a decrease in the popularity of downloading content and participating in social networks has been revealed, indicating an increase in interest in using the Internet for commercial purposes such as online shopping and searching for information about goods and services. The results of the study highlight the importance of further efforts to improve digital infrastructure in regions with low Internet penetration. Areas for further research have been identified, including the integration of new technologies and improving the quality of Internet services in remote areas of Kazakhstan.

The key aim of the study presented in this book is to determine how SMEs located in regional areas are going about e-commerce adoption. The study was undertaken over a period of three years in three highly developed nations all belonging to the OECD and with comparable per capita GDPs and levels of Internet penetration. These included Sweden, Australia, and the USA. In each country, one regional area was surveyed—Varmland (Sweden), Illawarra (Australia), and Salt Lake City (USA).

The government's step to be able to fight corruption is not just a discourse. One effort that has been made in e-government . E-government is a model of government system that utilizes information technology in providing information and services for its citizens. The aim is to create good governance that is free from corruption so that it has an impact on better quality public services. Some research shows e-government can reduce corruption and improve public service delivery through transparency and accountability by considering the type of corruption. This research uses qualitative methods and descriptive. Data collection techniques used are literature, such as books, articles and research results relating to e-government in Indonesia and other countries in combating corruption. The results showed, first, the successful implementation of e-government to reduce corruption was highly dependent on the state of the country's political economy. While in an economic perspective, the success of e-government depends on the country's information and communication technology (ICT) infrastructure, one of which is the level of internet penetration. Second, e-government is considered not always effective in reducing various types of corruption. for minor corruption, the application of e-government is considered effective. Meanwhile, for major corruption, such as irregularities in the use of budget and mega corruption involving politicians, it is more difficult to deal with just implementing e-government .

The key aim of the study presented in this book is to determine how SMEs located in regional areas are going about e-commerce adoption. The study was undertaken over a period of three years in three highly developed nations all belonging to the OECD and with comparable per capita GDPs and levels of Internet penetration. These included Sweden, Australia, and the USA. In each country, one regional area was surveyed—Varmland (Sweden), Illawarra (Australia), and Salt Lake City (USA).

The key aim of the study presented in this book is to determine how SMEs located in regional areas are going about e-commerce adoption. The study was undertaken over a period of three years in three highly developed nations all belonging to the OECD and with comparable per capita GDPs and levels of Internet penetration. These included Sweden, Australia, and the USA. In each country, one regional area was surveyed—Varmland (Sweden), Illawarra (Australia), and Salt Lake City (USA).

The article examines different approaches of scientists to the impact of e-commerce on globalization transformations in the world and in Ukraine. E-commerce has become a primary factor in accelerating the process of globalization. The increase in the value of goods exported and imported around the world reflects the development of international trade, globalization, and technological progress. The trends of world economic development were analyzed and the correlation between economic growth and trade was revealed. The author studied the dynamics of the share of retail e-commerce by region and analyzed the regional share of e-commerce in retail. Countries with fast growth in e-commerce differ from the list of e-commerce leaders, which indicates that the markets are oversaturated with goods, that is, supply outweighs demand. An analysis of countries with rapid growth in e-commerce, the level of Internet penetration, and the number of e-users was carried out. Attention is paid to the examination of the market capitalization of the leading e-commerce enterprises with capitalization around the world, and the largest e-commerce enterprises in the world and Ukraine are studied, and their influence on globalization transformations is established. It was revealed that the world's strongest economies and the world's largest e-enterprises are not always open to globalization transformations. A slowdown in economic growth means a decrease in the demand for imports of goods and services, as well as a weakening of the supply of capital. e-commerce will develop in the future according to two alternatives: the closeness of countries and stagnation of global economic institutions and unions with weakening of balanced economic growth and development; the regulation and expansion of free trade with increased competitiveness and the formation of a new structure of the world economy, which will ensure stable, balanced development.

The steady and rather rapid development of e-commerce over the past decade has become one of the most visible changes in society. Today, there are many domestic and foreign online stores in Ukraine, which allows consumers to have a wide choice and find the best price for the right product. Today, e-commerce in Ukraine is quite developed and has a good potential for further growth, solving many problems that were inherent in retail trade, but creating new ones that require attention. The article presents and analyzes the main indicators characterizing the current state of the e-commerce market and draws conclusions. The main problems of domestic e-commerce are identified and characterized. The main problems in our country that slow down the development of Internet business are: not very high paying capacity and living standards, low development of the legislative framework, insufficient level of computer literacy, introduction of innovative payment methods, etc. There are also problems in building and using a high-quality management system, certain elements of the accounting system, documentation and taxation of online stores. The article considers advantages, disadvantages, weaknesses and strengths using the SWOT analysis of Internet business and offers some recommendations for its improvement. Having considered the advantages and disadvantages of e-commerce in our country, the article offers a number of recommendations that will help to increase the level of e-commerce in Ukraine. The main directions of stimulating the development of e-commerce can be considered the harmonization of legal norms, ensuring legal protection of e-commerce entities, removing barriers to the development of international e-business, and building the infrastructure of the e-commerce market. The article will be useful for specialists in the field of Internet marketing, entrepreneurs, economists and scientists engaged in market demand research, teachers and students of higher education institutions.

This article is dedicated to the development of e-commerce in the Russian Federation. The relevance of this topic is substantiated by the growth rates of this segment of commerce. The goal lies in analysis of the prospects for the development of e-commerce, taking into account the potential opportunities and challenges for the consumers, retail businesses and national economy overall. The subject of this research is the process of development of the e-commerce market. The research employs institutional approach, which implies consideration of a wide range of noneconomic factors (social, scientific-technical, technological, etc.) in the theoretical analysis of the evolution of e-commerce. The information base contains the data from the Association of E-Commerce Companies, National Association of Mail Order and Distance Selling Trade, and the works of Russian and foreign scholars. The author offers a hierarchy of concepts: e-business, e-commerce, and online trade. Tracing the history of evolution of the forms of commerce proves that e-commerce is a type of distance trading. The proposed by the author stages of development of distance trading reveals the historical peaks of its development, including separation of e-commerce. The results of analysis of e-commerce market led to the following conclusions: 1) e-commerce is one of the dynamically developing sectors of the economy, which generates new job opportunities and tax revenues; 2) the key prerequisites for the active development of e-commerce market consist in processes of digitalization and globalization of the economy; 3) the COVID-19 pandemic became a catalyst for the development of e-commerce. The development of e-commerce creates a range of opportunities and risks for all parties involved: the state, business entities, and consumers. The opportunities and risks outlined by the author may contribute to elaboration of measures aimed at utilization of opportunities and mitigation of risk caused by the development of e-commerce, which would determine its development prospects.

The article aims to identify the strategic principles for forming a marketing product innovation policy of an enterprise in the online trading system, taking into account the influence of the digital environment, data on consumer behavior, requirements for service, logistics, and reputation. The object is the process of forming and implementing a marketing product innovation policy of enterprises that sell in the Internet trade system. The relevance of our topic is due to the fact that Internet trade has transformed a product from a simple unit of assortment into a dynamic value proposition that is constantly changing under the influence of consumer behavior, platform algorithms, the speed of logistics and communications in the digital environment, as well as the growth of competition, where the comparison of prices and characteristics occurs instantly. In such conditions, companies cannot limit themselves to tactical decisions such as expanding the line or short-term discounts, since the strategic management of product innovation, its uniqueness, functionality, design, service component, environmental friendliness, safety and compliance with the expectations of specific segments that are formed and change faster than in traditional trade becomes crucial. The need to integrate product policy with demand data, reviews, behavioral signals, reputation management and the quality of customer experience, including information transparency, ease of returns, warranty obligations and after-sales support, becomes even more important, because in online trade these factors often determine repeat purchases and brand trust. The article explores the strategic principles of the formation of marketing product innovation policy in the online trading system and shows its role as the core of the enterprise's competitive strategy in the digital environment, where the consumer makes decisions quickly, has access to an array of alternatives and public reviews, and the quality of service becomes an integral part of the value. It is determined that the product in the online channel exists simultaneously as a material or digital product and as an information offer, which is perceived through the structure of the assortment, page content, comparison of characteristics, rating, availability, delivery terms, warranty obligations and return procedures, therefore, innovation should cover the product, service, information support and customer experience. The levels of innovation in online trading are characterized, in particular, updating functional properties, design, packaging and packaging, expanding the service component through support, exchange and loyalty programs, improving information transparency using high-quality descriptions, visual materials and answers to questions, as well as building convenient purchase and return scenarios.

This study examines the extent to which national governments are using Web-2.0 applications to increase transparency and engage citizens in decision-making processes. Based on a typology of governmental websites that distinguishes among executive office sites, government web portals and personal websites of heads of government, 160 websites from 82 different countries were examined, and results show that 70 percent of the websites do not offer any participatory services and surprisingly no positive relationships were found between e-participation and variables traditionally associated with e-government implementation. However, a difference between broadband and Internet penetration levels was found: whereas Internet was positively related to e-participation, broadband was only related to the release of information by governments, which is consistent with citizen pressure models of policy change.

Background: The aim of this publication is to address the changes in retail trade, which have a direct influence on the development of e-commerce which in turn causes modifications to logistics chain management strategies and methods of flow control. Materials: The article has been written on the basis of an analysis of subject literature together with determining the influence of e-commerce to changes in logistics processes. The publications included in this study have been selected in order to present the subject of e-commerce development as well as evaluate changes in methods of flow control. The analysis has been prepared based on the author's experience and available reports and publications. Results: As a result of the conducted analysis, an assessment of the proficiency level of the changes in logistics processes on the local and international market as well as of the trends for these changes has been made. Conclusions: With the development of e-commerce, a new logistics chain management strategy began to appear, which covered both the process of handling the online and offline sales channel. Therefore, it can be concluded that properly adapted flow control methods will be the means for achieving the goal. Tasks will include: streamlining flow processes, improving the efficiency of logistic processes as well as adjusting them to market requirements.

The target of the study is to determine the relationship between the availability of information technology, the status of the transport infrastructure and the e-commerce development in the Russian regions. The regional differentiation of the dependence of e-commerce on the capabilities of the transport infrastructure and the level of digitalization in the regions of Russia were revealed by authors. The following quantitative indicators were selected for the analysis: dynamics of the total retail trade turnover, freight turnover of rail and road transport, dynamics of the e-commerce volume, the digitalization level of the Russian Federation population. Noteworthy that all the studied indicators, with the exception of road freight turnover, showed a positive growth trend, which indicates an economic growth in the research field. It has been established that the development of e-commerce is facilitated by high level of digitalization and development of transport infrastructure. In this regard, it is advisable to monitor and adjust indicators reflecting the prospects for the compliance of electronic and transport services with regional needs in order to smooth out regional inequality in the e-commerce development in the constituent entities of the Russian Federation. A statistically direct significant relationship has been proven between cargo turnover and the volume of offline and online retail trade in the Russian Federation, which indicates the need for constant updating of transport systems, vehicles and modernization of existing logistics processes.KeywordsRegionsE-commerceTransportFreight turnoverInfrastructureDifferentiationJEL CodesR01F22F63J15J61O15

Purpose: This paper presents a comparative assessment of the development of the ecommerce market in Poland against selected EU countries during 2017-2023.The main aim is to analyse the growth trajectory of the Polish e-commerce sector using the Taxonomic Measure of Development (TMD) and the Model-free Measure of Development (MMD), which allow a comparison of multiple variables between regions.Design/Methodology/Approach: A comprehensive analysis was conducted to identify and analyze the key determinants affecting the development of e-commerce.These determinants include access to digital technologies, economic factors, and the use of the Internet in commercial activities.To construct TMD and MMD indicators, data from Eurostat and the Statista portal were utilized.This analysis enabled the positioning of Poland against other EU countries.Findings: The findings indicate a dynamic development of the Polish e-commerce market from 2017 to 2023, although it still lags behind the leaders in the European Union.The application of taxonomic and model-free methods enabled a comparison of Poland's position with that of other EU countries, thereby identifying areas requiring further support and development.Practical Implications: The article provides practical recommendations for policymakers and businesses, emphasizing pivotal factors influencing the competitiveness of Polish ecommerce within the EU single market.The identification of markets with analogous characteristics facilitates the formulation of strategies to enhance Poland's standing in relation to other nations.Originality/Value: The article introduces a novel approach to the evaluation of e-commerce development in Poland by employing taxonomic and model-free methodologies.It provides a comprehensive set of analytical tools and actionable recommendations.Notably, the implementation of Ward's method facilitates the determination of the domestic market's position in relation to a historical benchmark.

The article discusses the features of the influence of modern digital communications on consumer behavior. An analysis of research and publications of both domestic and foreign authors on the problems and trends of the impact of digitalization of society and the development of digital communications on consumer behavior is carried out. It is pointed out that, in general, the digitalization of society and the development of digital communications lead to a change in consumer behavior, requiring companies and marketers to adapt to new conditions and use modern technologies and methods of communication. Considering this, it is necessary to clearly understand the features of digital communication tools and their impact on consumer behavior, as well as the advantages and disadvantages of each of them. The aim of the research is to study the impact of modern digital communications on consumer behavior and consider the advantages and disadvantages of the main tools of modern digital communications. The object of the research is the impact of modern digital communications on consumer behavior. The subject of the research is digital communication tools. In the course of the research, the methods of questioning, structural and logical analysis, comparison and generalization of the findings were used. The methodological and informational basis comprise scientific works, materials of periodicals, Internet resources. The article analyzes the advantages and disadvantages of tools for influencing consumer behavior, such as: banner advertising, paid search advertising, video advertising, teaser advertising, SEO, external links, content optimization, SMS messaging, E-mail newsletters, mobile applications, price aggregators, social media marketing (SMM). Emphasis is placed on the statement that digital communications play an important role in shaping behavior of consumers, providing the latter with access to information, the ability to compare goods and services, interact with brands. All this helps companies attract new customers, retain existing ones, and increase sales.

This paper investigates the challenges faced by Polish firms during the internationalization process, emphasizing the unique historical, economic, and cultural context of Poland. The internationalization of businesses has become increasingly important for growth, competitiveness, and risk diversification, particularly for firms in emerging economies like Poland. The study, employing a mixed-methods research approach, is explorative and its results should be understood as the starting point for further studies. The main objective is to assess the scale of involvement of Polish companies in OFDI as well as to identify the main challenges encountered by Polish firms as they venture into international markets. Main findings of the paper reveal that Polish companies are at the early stage of internationalization – the scale of investment expansion of Polish companies is very low. The OFDI/GDP ratio places Poland third from last among all EU countries (including the so-called 'New' EU countries). Analyzed data from National Bank of Poland and Eurostat reveals a notable shift in the structure of stock OFDI in Poland between 2013 and 2021. While the total industry sector experienced growth in share, particularly in manufacturing, the total services sector witnessed a slight decline, despite remaining the largest aggregate. Key changes were observed in financial and insurance activities, wholesale and retail trade, and administrative and support service activities. The key challenges identified in the paper include access to finance, cultural and language barriers, acquiring market knowledge and establishing effective entry strategies, and also lack of network cooperation or good practices share that would help new players to enter foreign markets. That highlights the role of government and institutional support, in facilitating the internationalization process for Polish firms. The findings of this study offer insights for Polish firms, policymakers, and stakeholders, providing a better understanding of the challenges and opportunities in the internationalization process. Furthermore, this research contributes to the existing body of knowledge on the internationalization of firms from emerging economies and highlights potential avenues for future research in this area.