The neo-institutional approach to the analysis of lending by banking institutions of Ukraine in the period 2019-2021

Abstract

Neo-institutional approaches and media analysis are important aspects of research in economics. In the paper the relationship between neo-institutional approaches, which reflect changes in the institutional sphere, and media analysis, which examines the impact of media on the economy, is explored. The purpose of the paper is in identifying the influence of media activity of banks on lending to legal entities and individuals and their reflection in the financial indicators of banking institutions. The results of this study help in understanding the impact of the media on the economy and improving the strategies of banking institutions in the field of lending. The dynamics of the banks' credit portfolio, both for legal entities and for individuals, as well as investigate the activity of the main players in the lending market are analyzed. In particular, the data of the National Bank of Ukraine, the State Statistics Service of Ukraine and the research company “NOKs fishes” is analyzed. The results of the study shows that successful communications with potential customers through mass media contribute to the growth of the banks' loan portfolio. This especially applies to lending to individuals, which is actively supported by the regulator and the information policy of banks. As a result, the following can be distinguished - players at the Ukrainian banking institute actively use media policy to promote lending. Information flows in the mass media affect the ability of banks to receive new loans from customers. Analyzing the materials, it can be claimed that a neoclassical approach can be used to analyze the Ukrainian archetype and work with economic theories. In order to improve research results and improve the mechanisms of the Ukrainian economy and politics, it is recommended to expand the range of tools of the neo-institutional approach to analysis, in particular to use media analysis and sociological research using media analysis, which is quite clearly illustrated by the example of the correlation of the banking institute JSC PUMB.