This article discusses the differences in generational preferences for word-of-mouth marketing. Differences between Generations Y and Z regarding different forms and sources of marketing are evaluated. The research objective was to discuss and analyze the results of the social-media campaign achieved by the non-governmental organization “Safari” through the developed strategy in a specific reporting period in order to find out whether the differences exist in the preferences of generation Y and Z for WOM marketing. To meet the research objective, the complete process of Word-of-Mouth (WOM) marketing planning and implementation was identified, each component of the communication activities cycle has been studied and the role of influencers in obtaining the desired responses from Gen Z toward the application “Safe YOU” has been evaluated. Applied method is the observation and content-analyses. The findings reveal that Generation Y exhibits a notable inclination toward seeking information via recommendations and evaluations predominantly from various sources, including Facebook. Among the various tools used, including Facebook, photo and video content are the most effective. This reliance on input from strangers signifies an evolving trend in trust dynamics, emphasizing the significance of online credibility and collective feedback in their decision-making process. In contrast, Generation Z demonstrates a marked preference for influence marketing, relying heavily on information sourced directly from influencers. Mirroring older generational behavior, Generation Z exhibits a parallel dependence on social networks as a primary information conduit. These findings underscore the importance of tailored marketing strategies that acknowledge and adapt to the unique preferences of each generation. Keywords: Influence Marketing, Generation Y, Generation Z, Consumer preferences, Marketing Strategies

andemics, which has spread all over the world, had a great impact on several directions of socio-economic development of our country. It has also significantly influenced on the function of Georgian Labor market. One of the most important problems in functioning of Georgian Labor Market is a disbalance between the working force requirements and supply. The volume of supplied working force on the labor market mainly depends on the quantity of the population, able to work and the directions they change. In the last decades, there have been serious changes in the quantity of the employable population in Georgia, that affected on forming and function of the labor market of our country. In this article we have discussed the impact of demographic and external migration processes developed in Georgia, on forming the volume of supplying the working force. Currently, external migration processes development directions gained special topicality, which is characterized with the negative migration balance of native Georgian population. Moreover, recently birth rate indicator has decreased, that will cause decrease of the quantity of the category of people, who will be capable to perform active labor activities. All the mentioned will itself effect on forming the working force on the labor market of the country and in general function of the entire Labor Market. Keywords: Labor market, migration, migration balance, birth rate, death rate, national growth.

Eco-labeling and certification programs are popular in many countries to achieve environmental goals. Ecolabelling is considered one of the replacement tools for traditional policies. However, its role is gradually increasing, and it is considered an effective means to achieve the goals of green transformation. Many members of society may be interested in the production and consumption of environmentally friendly products; therefore, their stimulation is of great importance. Globally, environmental policies and regulatory measures are converging, driven by increasing opportunities for information dissemination. Despite the different levels of policy achievements in individual countries, familiarizing themselves with their experiences is useful for guiding effective national policies. In addition, it should be noted that the mechanism for raising awareness about eco-labeling is similar in many countries. The article aims to familiarize readers with this experience because, despite the adoption of several regulatory norms and the implementation of measures in Georgia, it is necessary to raise the interest of both consumers and producers toward ecologically clean products. Keywords: Eco-labeling; Eco-labeling schemes; Green transformation; Georgia.

The article examines the issues of choosing strategies for the development of international entrepreneur- ship in a global economy with an assessment of individual decisions when entrepreneurs create international companies. The article presents the results of the study, which describes in detail the competition in the market and the competitiveness of the market. The main direction of the research is to identify the strengths and weak- nesses of the market. Significant problems in the market were discussed and analyzed, and ways to effectively solve them were presented. Interesting opinions and important recommendations are offered. Keywords: International Enterprise, management of international entrepreneurship.

Environmental policy is facing many challenges today. Waste management significantly contributes to the successful implementation of policies. Despite this, many problems have accumulated in this direction, and the search for effective ways to solve them and forms of encouragement is ongoing. Although many governments have developed policies in response to the increase in waste, finding and using new tools remains a challenge. These include making producers responsible for ensuring the entire life cycle of the products. The article examines ex- tended producer responsibility as a tool for reducing negative environmental impacts, through which producers take significant financial and physical responsibility for the handling or disposal of post-consumer items. The paper discusses the regulations and targets adopted in Georgia, dealing with the management of waste oil, tire waste, electrical and electronic devices, waste batteries, and accumulators. The focus is made on organizational and financial levers within the extended producer responsibility. Keywords: Extended producer responsibility (EPR), Regulations of ERP in Georgia.

The deposit insurance system is one of the main challenges of Georgian Banking regulation, which serves as a safety pillow of financial stability. Over the past 5 years, Georgia has increased the minimum deposit insurance limit from 5,000 GEL to 15,000 GEL per bank in order to achieve greater stability in the financial market. Georgia has already made a decision to increase the limit to 30,000 GEL from January 1, 2024. We examined the impact of the deposit insurance system on the safety of customers of banking institutions by comparing the volume of accounts/deposits protected by the system with existing practices in neighboring economies. We find that increasing attention to the importance of deposit insurance has led to an increase in the interest of foreign depositors and investors in placing funds in Georgian banks, which contributes to the improvement of international ratings and credit worthiness of Georgian banks. Keywords: Deposit insurance, cost of deposit funding, resolution.

Georgia is a developing economy with a gross domestic product of 72.3 billion GEL ($26.8 billion) (Geostat 2022). Macroeconomic parameters in the country react sensitively to various issues. Due to the impact of local or foreign factors, the rate of inflation in the country was double-digit for almost 18 months (Geostat 2022), which was a great loss for the country and its population. This article presents a number of aspects of monetary policy, namely the interest rate and the inappropriate effect of monetary instruments on inflation regulation or exchange rate stabilization, which is conditioned by the overriding rational expectation and normative economic understanding. Using the "micro-macro synthesis" and analysis, the article discusses how important the incomes of citizens and the demand elasticity of the consumer basket are for the effective use of monetary instruments; budget limitation of family farms; The influence of the duration (time) of the use of monetary instruments on monetary policy and the scientific condition of "rational expectation" and "asymmetric information acquisition" by households and business entities. Discussion of the impact of non-inclusive economic growth on the effectiveness of monetary instruments is opened. Finally, we conclude from the discussion that the mentioned economic aspects should be taken into account, including microeconomic ones, when using the monetary policy tools effectively. Keywords: Inflation, Monetary policy, Interest rate, Macroeconomics.

For any system, its highest significance lies in how effectively it operates within the institutional framework, how much it contributes to the efficient functioning of the “established” or “operational” institutions within the system, their capabilities (how well they respond quickly and effectively to the existing needs/emerging problems) and the quality of their management and established knowledge or service. Considering the aforementioned factors, our research aims at identifying proposing pathways for improving the efficiency of the system of education, particularly in the highest educational institutions, analyzing the system of evaluation, competitors and providing pathways to address existing challenges/problems. We believe that the efficient functioning of the system of the highest education has great significance for the efficient operation of the three components mentioned above – scholarships, assessment and competitions. The research object is the institutional structure of the state’s highest educational institutions, the existing/active stimuli in the institutions, the motivation system and the normative basis for regulating labor relations. For this purpose, we used “Practice in the Regulation of Academic Personnel in the Normative Base of the Academic Curriculum”- Analysis, Synthesis and Critical Evaluation Methods. The research explores the risks of corruption in the system of education, particularly focusing on the regulation of interactions among academic personnel. It critically assesses the models of scholarships, competitions and evaluations existing in the education system. Identified problems are discussed and pathways for the problem-solving are proposed. Finally, the study provides 10 recommendations for addressing the issue. Keywords: education system, academic curriculum, corruption, academic personnel, freedom of work, labor contracts, effectiveness of education, scholarship system, evaluation system.

The main purpose of this article is to analyze the features of the current reality of globalization, to identify the created opportunities and threats, and to reveal the ways to overcome it. The object of research is the current economic and political processes in the world, as well as, especially, geopolitical issues and the Ukrainian crisis. The work is based on the analysis of various fundamental literature, synthesis, specific statistical data, components of globalization index. The work draws conclusions using the cause-and-effect relationship of facts. Based on the trend of strengthening the multipolar world order, important conclusions and recommendations are presented about the possibilities and threats caused by the modern new reality of globalization, and taking advantage of it. The new, modern trend of strengthening the multipolar world order not only brings visible positive results, also creates acute problems of protecting national priorities within the framework of international cooperation. Ensuring the country's security is significantly influenced by the growth of interdependence between the subjects of international relations, new events in the global world, the increased openness of the economy of the world’s most countries, the development of joint programs to solve contemporary, important problems. Keywords: sources of globalization, modern tendency of strengthen the multipolar world order, globalists, anti-globalists.

Electronic commerce involves the buying and selling of goods and services through electronic systems such as computer networks and the Internet. The paper analyzes the main directions of influence of new technologies in the field of e-commerce. This refers to the issue of business model innovation in trade and changes in the structure of the retail industry. Useful recommendations for creating advanced e-commerce applications that take into account both technology and consumer rights protection are developed. Keywords: E-commerce, global market, web technologies, software tools.