Information Messages Research Articles

Campaigning Zakat on Social Media: The Role of Message Strategies in the Decision to Pay Zakat

Zakat campaigns in Indonesia have utilized social media as a platform to address various zakat management problems. This research examines the message strategies used by zakat institutions in their campaigns on social media. Messages are an important component in the success of a campaign to influence the voluntary behavior of campaign targets. The message strategy theory applied in this study refers to Tafesse and Wien, including informational, transformational, and interactional messages. This research uses a quantitative approach, employing muzakki zakat in Dompet Dhuafa Waspada, North Sumatra, as the respondents. Data analysis technique used the SEM-PLS approach with SmartPLS 4.0 software. The research results show that the informational and transformational variables had a significant effect on the decision to pay zakat. Meanwhile, the interactional variables had no significant effect on the decision to pay zakat. Therefore, the role of message strategy in zakat campaigns on social media is important to increase zakat fundraising.

Realtime user ratings as a strategy for combatting misinformation: an experimental study

Because fact-checking takes time, verdicts are usually reached after a message has gone viral and interventions can have only limited effect. A new approach recently proposed in scholarship and piloted on online platforms is to harness the wisdom of the crowd by enabling recipients of an online message to attach veracity assessments to it. The intention is to allow poor initial crowd reception to temper belief in and further spread of misinformation. We study this approach by letting 4000 subjects in 80 experimental bipartisan communities sequentially rate the veracity of informational messages. We find that in well-mixed communities, the public display of earlier veracity ratings indeed enhances the correct classification of true and false messages by subsequent users. However, crowd intelligence backfires when false information is sequentially rated in ideologically segregated communities. This happens because early raters’ ideological bias, which is aligned with a message, influences later raters’ assessments away from the truth. These results suggest that network segregation poses an important problem for community misinformation detection systems that must be accounted for in the design of such systems.

Network segregation and the propagation of misinformation

How does the ideological segregation of online networks impact the spread of misinformation? Past studies have found that homophily generally increases diffusion, suggesting that partisan news, whether true or false, will spread farther in ideologically segregated networks. We argue that network segregation disproportionately aids messages that are otherwise too implausible to diffuse, thus favoring false over true news. To test this argument, we seeded true and false informational messages in experimental networks in which subjects were either ideologically integrated or segregated, yielding 512 controlled propagation histories in 16 independent information systems. Experimental results reveal that the fraction of false information circulating was systematically greater in ideologically segregated networks. Agent-based models show robustness of this finding across different network topologies and sizes. We conclude that partisan sorting undermines the veracity of information circulating on the Internet by increasing exposure to content that would otherwise not manage to diffuse.

The Adoption and Diffusion Process of Sustainable Agribusiness Management through the Role of Vocational High School Graduates

Unsustainable agricultural development has an impact on land damage, decreased water quality, increased critical land and it is hoped that agriculture will transform towards sustainable agriculture. Sustainable agriculture is development that considers economic, ecological and social dimensions, so that agricultural development can be enjoyed by current and future generations. Sustainable agricultural development requires human resources as agents of change. The existence of Vocational High Schools in agriculture as a subsystem of national education is expected to produce graduates who have competence in the agricultural sector. Research on the process of conveying sustainable agribusiness messages through the role of Vocational High School graduates uses a phenomenological approach to understand the experiences of research subjects. The research subjects were graduates of Vocational High Schools who worked as farmers and extension workers with the sampling technique using snowball sampling by examining the role of graduates of Vocational High Schools as adopter farmers and distributors, non-adopter farmers, extension workers and extension officers who own farming businesses due to the success of the adoption process and Diffusion is influenced by information sources and message delivery methods. The results of the study show that the learning-by-doing method of information sources is considered effective in the process of adoption and diffusion of sustainable agribusiness.

Справочная правовая система как средство массовой информации (на примере СПС «Консультант Плюс»)

The main task of the legal reference system (LRS) is to facilitate the search and analysis of legal documents — regulatory (normative) legal acts, information messages and analytical materials. All texts, contained in the LRS, regardless of legal status, have a common legal specialization. The content of the system, its main core are normative legal acts. With the development of the system, information and analytical materials begin to play an important role in it. Such texts can be compared with publications generally accepted in journalism, especially in online media. All LRS content is intended for an indefinite circle of people — it is not formed for a specific customer. LRS has its own permanent name, daily releases of information materials. Finally, its electronic form of distribution is registered as mass media. The listed formal criteria raise the question of whether LRS can be considered as an unconventional form of mass media.

STEPAN HAIDUCHOK’S CONTRIBUTION TO THE FORMATION AND DEVELOPMENT OF VOLLEYBALL IN LVIV (1920S)

Based on various sources (documents and publications of the «Sokil-Batko» (The Falcon-father) society in Lviv; the epistolary heritage of S. Haiduchok; publications, information messages and advertisements in the Lviv journals «Sokilski visti» (The Sokil news), «Dilo» (Businesses); educational and methodological works «Vidbyvanka» (Volleyball); documents and photos from a private archive) S. Haiduchok’s contribution to the formation and development of volleyball in the Ukrainian community of Lviv is researched. With the involvement of previously little-known documents, materials and photos, his biography in the 1920s was reconstructed. The lower limit was determined – S. Haiduchok’s interest in volleyball, the upper limit – the publication of the work «Vidbyvanka». Attention was drawn to the fact that with the active participation of S. Haiduchok as a physical education teacher at the branch of the Academic Gymnasium in Lviv, volleyball was popularized in the activities of the «Sagaydachny» sports club, the Plast clubs and branches. It is emphasized on his important work as an organizer and judge of volleyball competitions, which were held in the sports hall at Ruska, 20 and Sq. «Sokil-Batko» in Lviv. The history of the writing of the educational and methodological work «Vidbyvanka», which became the fi rst Ukrainian textbook on this sport in Galicia, is considered. It was established that Ivan Boberskyi, Ilko Kalichak, Daria Navrotska, Ivan Mryts and other fi gures of Ukrainian physical education helped him in his scientific research. Attention is drawn to special sports terms and phrases proposed by S. Haiduchok for use in Ukrainian volleyball discourse. It is proven that he took an active part in the development and popularization of volleyball in various youth organizations of Lviv, which eventually led to the fact that in the 1930s , volleyball gained popularity and became one of the leading sports played by Ukrainians at that time. Ключові слова Stepan Haiduchok, Galicia, Lviv, vidbyvanka (volleyball), physical education, sport, competition.

Празднование столетнего юбилея Т.Г. Шевченко: взгляд газеты «Новое время»

The main task of the article is to collect and systematize texts in the “Novoye Vremya” newspaper dedicated to the celebration of the centenary of Taras Shevchenko. From the end of January to March 1914, about 40 materials of various genres were published (notes, reports, articles, essay, feuilleton, report on the meeting of the State Duma, caricature, polemical reprints from other periodicals). It has been found that the genre boundaries of these materials are largely blurred. Thus, many information messages contain categorical value judgments. Particular attention is paid to the analytical speeches by V. Rozanov, N. Kuzmin, M. Ivanov, V. Zhuk, M. Menshikov, as well as the anonymous article “Shevchenko’s Anniversary and the Jesuits”. It can be argued that the round date was the reason for the intensification of the political struggle. Interethnic conflicts came to the fore, and actual literary problems did not receive proper coverage. Some inconsistency has been discovered. On the one hand, the Ukrainian poet was placed on a par with the leading Russian authors, on the other hand, his importance was emphasized precisely as an ideological leader, and not as an artist. Despite the fact that the newspaper’s position is generally predictable, it was possible to reveal unexpected overtones.

Innovative Variational AutoEncoder for an End-to-End Communication System

Powered by deep learning (DL), autoencoders (AE) end-to-end (E2E) communication systems have been developed to merge all physical layer blocks in traditional communication systems and have achieved great success. In this paper, a new probabilistic model, based on the variational autoencoders (VAE), is proposed for short packet wireless communication systems. Using this new approach, the information messages are represented by the so called packet hot vectors (PHV) which are inferred by the VAE latent random variables (LRVs). Then only LRVs’ parameters can be transmitted through the physical wireless channel. This results in a significant improvement in spectral efficiency when compared with the pure AE approach where a longer hot vectors are to be transmitted. Specific VAE models have been developed for both binary (BPSK) as well as Quadrature phase shift keying (QPSK) systems. Simulation and numerical results are given to demonstrate the performance of the proposed method in different real scenarios, including Rayleigh and Rician fading channels with Shadowing and Doppler effects. Our simulation and numerical results show that the new proposed VAE with a DL classifier can provide an improved symbol error rate (SER) performance than both the baseline AE and the classical Hamming code with hard decision decoding. Furthermore, as far as the spectral efficiency of the proposed method is concerned, we show that using two channels in the proposed VAE performance exceeds the 7 channels baseline AE.

ВЛИЯНИЕ ИНФОРМАЦИОННЫХ СООБЩЕНИЙ ПО ТЕМАТИКЕ COVID-19 НА ТЕМПЫ ВАКЦИНОПРОФИЛАКТИКИ НАСЕЛЕНИЯ

Significance. One of the understudied areas in shaping the attitude of the population towards vaccination is the impact of the content and intensity of information dissemination about vaccination via the Internet and traditional mass media. Analyzing the mass media impact in the situation of pandemics is especially relevant. The purpose of the study: to assess the impact of COVID-related information messages on the rate of population vaccination and determine specific features of the effective content. Material and methods. The material for the analysis was statistical data on the number and topic of information messages identified by online search queries in the monitoring and analysis system of mass media and social networks for the period from April 01, 2019 to April 13, 2022, the analysis of which was carried out on the basis of mathematical and linguistic analysis of texts of 81,000 open media sources. As well as information on the incidence and rate of vaccination available from the official website стопкоронавирус.рф for the same time period. Statistical analysis of the data was carried out by the method of hierarchical cluster analysis with the creation of dendrogram in the statistical package SPSS 22.00; by the method of correlation analysis with the calculation of the two-sided Pearson coefficient; during the result interpretation, only correlations at the significance level p<0.01 and the value of the correlation coefficient above 0.5 were taken into account. Results. The study shows that the parameters of vaccination considered in the article are hardly affected by the variables forming the “Neutrality Factor” cluster, and also allowed us to make a number of assumptions: the number of vaccinated is directly dependent upon the mortality rate and the volume of negative information in the media; the monthly increase in the number of vaccinated is directly related to the number of media reports with quotes from leading experts and references to statistical data, and is negatively associated with the proportion of neutral messages on the topic of the pandemic. Conclusion. The presented results made it possible to formulate priority directions for enhancing commitment of the Russian population to vaccination, increasing public confidence in vaccines, as well as directions to dramatically increase the rate of vaccination in extreme pandemic situations through intensification of the information and propaganda impact on the population. Moreover, according to the study results, such an impact, in order to be effective, must meet certain criteria. Scope of application. The study results can be used by executive authorities responsible for preserving the life and health of the citizens.

ІНФОРМАЦІЙНЕ ЗАБЕЗПЕЧЕННЯ РОЗВИТКУ СИСТЕМИ ЕКОНОМІЧНОЇ БЕЗПЕКИ ПРОМИСЛОВОГО ПІДПРИЄМСТВА В УМОВАХ ЦИФРОВОЇ ТРАНСФОРМАЦІЇ ЕКОНОМІКИ

The creation of a system of economic security of the enterprise in the conditions of each enterprise should be accompanied by the awareness of the fact of the need for its development to maintain the ability to respond in a timely manner to changes in the significance of the impact of key threats and to prepare the basis for the most effective use of each new opportunity. The issue of information provision is exacerbated by the exponential increase in information messages, only a limited portion of which is suitable for use in security activities. The purpose of the research is to develop a model of the information support subsystem as an important component of the enterprise's economic security system. In order to form the theoretical basis for the development of the enterprise's economic security system, the following methods were applied: induction and deduction, comparison and systematization – in the study of the essential characteristics of the term "information provision"; synthesis and analysis – to form the content of each component subsystem of the information support system of the enterprise's economic security; morphological analysis – to clarify the nature of changes in the information support system of enterprise management, which will allow to form a subsystem of information support for the implementation of security activities in the conditions of the enterprise; graphic – for visual representation of theoretical and methodical material; abstract-logical – for theoretical generalizations and research conclusions. The construction of the information support subsystem requires the modification of certain parameters of the information support system of enterprise management, based on the tasks that are set before the security subjects. A model has been developed that outlines the purpose and tasks of the information support subsystem, contains functions and principles, and also defines the objects and subjects that are activated within the mechanism of information processing, which involves receiving, checking, supplementing, processing, sending and saving information messages. The practical application of the developed model of the information support subsystem will make it possible to form an information basis for the development of the enterprise's economic security system based on tracking trends in the digital transformation of the economy and the enterprise, as well as the results of security activities.

Marketing tools for the digitalization of trade

The Digital Revolution had a significant impact on the sphere of circulation in general, and on trade in particular. The use of online marketing communication tools allows vendors to target their offers and select information or marketing messages based on the individual interests and behavior of consumers. Analyze the impact of digitalization on the marketing activities of trading companies. As a result, the author's approach to the digitalization of trading companies has been developed. This involves the construction and adaptation of the marketing structure in trading companies, which depends on the range of consumer values. The direction for further scientific research by the authors involves studying the impact of marketing tools on the digital processes of trading companies.

КУЛЬТУРА ПЕРЕВОДА В ЯЗЫКОВЫХ ЛАНДШАФТАХ РОССИИ

Translation in linguistic landscapes greatly contributes not only to place branding, but also to the urban attractiveness for investment and student mobility. In recent years, the Russian urban space has seen an increase in the number of bilingual linguistic landscape elements–navigation signs, advertisement, informational audio messages. The paper analyses elements of Moscow’s linguistic landscape with the special focus on newly opened popular places to determine the level of translation culture. The results are compared to those of previous studies from other cities of Russia to conclude on the dynamics in the attitude towards translation in linguistic landscapes. According to the results, the higher culture of translation is observed at privately owned places, which are interested in their promotion. Transport hubs and street navigation, in turn, display consistently low dynamics. The study reveals a change in the attitude to translations–the number of bilingual elements in the linguistic landscape of Moscow is decreasing, which may be due to geopolitical changes.

Uplink Signal Detection via Look-Up Table-Based AMP for Massive MIMO Systems

We propose a novel look-up table (LUT)-based multi-user detection (MUD) algorithm to imitate approximate message passing (AMP) for uplink signal detection in massive multi-user multi-input multi-output (MU-MIMO) systems. When AMP is implemented with double-precision arithmetic, the dramatic increase in power consumption and process latency becomes a major barrier to practical application, as the system scale expands. To circumvent this issue, we design a novel referential AMP detector composed of many small LUTs cascaded hierarchically, where only informative integer-valued messages are exchanged on a factor graph (FG). Our method tracks the discrete distribution of the LUT outputs according to the multi-layer structure, and successively determines non-uniform quantization thresholds of the LUTs, using an unsupervised learning approach. Specifically, the thresholds at each level of the hierarchy, <italic xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">i.e</i> ., layer, are optimized by clustering with the Lloyd-Max algorithm with initial values given by the k-means++ method, in order to minimize the performance degradation caused by quantization errors. The efficacy of the proposed referential AMP detector is confirmed by numerical simulations, which show that the proposed method significantly outperforms the state-of-the-art (SotA) in terms of the bit error rate (BER) performance in various channel models. The results also indicate the referential AMP is robust to changes in wireless channels, and then clarify the reason in terms of the algorithmic structure.

Caregivers’ knowledge, perception, and management of childhood pneumonia: A study in tribal district of India

Abstract Introduction: Childhood pneumonia, if identified early, is readily treatable through low-cost antibiotics. The study aimed to understand the family caregivers’ knowledge and care-seeking behavior for the management of childhood pneumonia. The study was cross-sectional, with mixed methods assessing knowledge, perceptions, and practices of caregivers of under-five children on pneumonia using a vignette. Methodology: Systematic random sampling was used to select the participants. Of 107, more than half of the respondents were 18–25 years old. Results: Less than one-fourth were illiterate. Cough, flu, and stomach distention were the commonly reported symptoms. Food ingestion was reported as a main perceived cause; private doctors and traditional healers were the most reported source of help-seeking. Friend/family were reported as leading sources of information. Health education is to be imparted using local knowledge regarding childhood pneumonia. Traditional healers and private practitioners sensitize in early management and referral of childhood pneumonia cases. Conclusions: Information, education and communication messages need to be prepared in the local languages. Strengthening the public health sector is suggested.

Фразеологізація інтернет-мемів

The article analyzes modern Internet memes, which, due to their precedent, are able to be phraseologized in mass communication. Memes are considered intertextual polycode units that arise as a verbalized reflection on the dynamic development of events and actively function in the virtual media space. It has been proven that the language of Internet memes is built on irony and sarcasm using stylistic puns and "word games", oxymorons and gradation techniques, as well as aphorisms, precedent quotes, established constructions. A special emphasis is placed on war memes, which are characterized, in our opinion, by a set of primary features: (a) a catchy word, expression, verbal / non-verbal sign must be precedents; (b) spontaneity in appearance; (c) flexibility to modifications in order to interpret different events and phenomena; (d) appeal to the background knowledge of recipients; (e) semantic unity in form and content; (e) reproduction of cultural memory and response to the digital challenges of modernity. All this enables Internet memes in language communication to phraseologize and be able to be widely replicated in the information space. It is emphasized that communicators can independently create Internet memes and distribute them on their own media resources, which emphasizes the ability of memes to be constantly modified. For illustrative material, we turned to the information of the "Ukrainian Cultural Heritage Online" (SUCHO) portal, which has more than 10,000 memes as cultural markers of Ukraine. Having analyzed the memes of 2023, we can state that most Internet memes are precedent phenomena of the modern media space, and therefore have the ability to phraseologize. Therefore, Internet memes are a powerful source of new phraseology, have the ability to stylistically transform and help to strengthen the impression of a relevant informational message.

Экранная коммуникация в контексте жанра видеоэссе

We studied the meaning of the screen as an intermediary between the author of a visual essay and his audience in the modern online space. The origins and features of the genre, which originated from the printed essay, are analyzed. We consider the types of videos, as well as the verbal and non-verbal methods used in them to convey information to the viewer. It has been established that the widespread use of the global network and multimedia technologies opens up opportunities for content creators to increase the user base and increase its involvement. New ways of designing broadcast information messages are emerging. The advent of electronic devices is facilitating the discovery of new ways of presenting information and interacting with audiences that were not previously possible in the traditional printed genres of film criticism. Modern software and technologies allow a wide range of authors to use editing as an effective method for explaining the thesis chosen for their work. Visual images have acquired a dominant role in presenting material. Social networks and comment sections on popular video hosting sites allow you to receive feedback from viewers, and also create a previously impossible connection between a film critic and his audience. The results of the study can be used by scientists in the field of mass communication, journalism and film criticism.

Activity of selected healthcare entities in the Lower Silesia region through their social media activities in the context of image shaping

Purpose: The study's main objective was to identify the presence of selected healthcare entities from the Lower Silesian province in social media. The specific goal was to assess the status of the use of social media by selected medical entities in the context of building their image. Design/methodology/approach: The author drew attention to the creation of the image of medical entities in the context of legal conditions and presented permissible (in light of the law) marketing activities shaping the idea of the medical entity in social media. Then the author, using the desk research method, analyzed the content of the profiles of selected medical entities from the Lower Silesian Province that have corporate accounts on Facebook, LinkedIn, Instagram, and YouTube. The author based his considerations on Polish and foreign literature on the subject, studying scientific articles and electronic sources. The author used the following professional databases to collect scientific literature: Biblioteka Nauki and Google Scholar. Findings: Shaping the image of a healthcare entity on social media as communicative, engaged, and open to the patient's preferences and needs is a way to increase competitiveness in the region. Given the nature of the healthcare industry, healthcare entities should adopt a strategy to build an expert position in the region. An analysis of the content of the company's social media accounts showed that the selected healthcare entities run their profiles in a diversified manner, emphasizing one medium chosen, which is usually Facebook, and posting less frequently (Instagram) or incidentally (YouTube) in others. The least often used medium is LinkedIn. Social implications: The advantage of using social media channels by healthcare entities is direct and immediate contact with stakeholders, through which it is possible to effectively target information messages to people/groups interested in the facility's offerings. Originality/value: The author directed the article primarily to managers/directors in charge of healthcare entities and medical marketing specialists to make them aware that maintaining a medical institution's corporate social media account is necessary today. Without this, it is impossible to effectively reach a wide range of patients using social media channels daily. According to the author, it is necessary to strengthen the role of the patient in the health system as a full-fledged stakeholder and realize its actual impact on the economic situation and competitive position of medical facilities in the context of their social media marketing activities. The article's value is a comprehensive discussion of the importance of individual social media in the activities of the analyzed medical entities from the Lower Silesian Province. Keywords: healthcare entity, image shaping, social media, Facebook, LinkedIn, Instagram, YouTube. Category of the paper: Research paper.

Sentimental visual content of the new normality: How digital cats domesticate crises

The article deals with the cultural origins of the sentimental content “about cats” and its actual functions, which are activated in the conditions of crisis phenomena. The author considers Internet memes with cats as a tool of social reaction to social crises, the evolution of which is inscribed in the general context of the “reformation” of the Internet associated with the peculiarities of social media. The COVID-19 pandemic overlapped with a cascade of social crises. Ideas about the new normality are spreading as a theoretical reflection of a permanent social situation in which post-crisis stabilization does not coincide with a return to pre-crisis states. The operationalization of such representations is becoming increasingly important. New crisis conditions are changing the adaptive strategies of users. Drift from the paradigm of mobilizing resources needed to overcome crises, which is rapidly being exhausted in the conditions of their cascade, to the paradigm of changing attitudes to crises and to one’s own capabilities (more precisely, their absence) starts. The author connects the cultural origins of sentimental content with the confrontation of the “old” Internet with its anonymity, counterculture, vanguard and minimalism of feedback and the “new” Internet, characterized by the construction of multi-channel communication systems and the desire for total visualization of information messages. The article analyzes the visual cat content on the example of Internet memes (including intersecting meme cycles and serial memes) dedicated to crisis social reflection. The author identifies the role of the cat content as a crossroads where the key attitudes of the old and new Internet meet, namely, the culture of trolling and the culture of cancellation. She considers the sentimentality of content as a form of lowering the register of distributed social reflection. The latter suggests new ways of positioning a social view belonging to a subject synthesizing the features of a digital cat and a mass user of social networks. The author identifies two key functions of the cat content — the maintenance of uncomplicated social interactions that provide a positive shared social experience and reflexive detailing of the response to the agenda in conditions of unprecedented mass media presence enhancement. The author comes to the conclusion that memes with cats center the lifestyle of a mass user in a home environment. The inclusion of a crisis agenda in it is equivalent to a new way of scaling social macro-problems, which an individual user is fundamentally unable to cope with. The crisis is represented in memes as the chaoticization of the household by harmless creatures, the consequences of which can be dealt with in the usual ways. As a result, digital cats help the user to domesticate and “tame” the social crisis.

MODERN TECHNOLOGY FOR OLD-FASHIONED USERS: THE POWER OF E-WOM (ELECTRONIC WORD OF MOUTH) ON MOBILE PHONES PURCHASE AMONG OLDER GENERATIONS

The intention to purchase a mobile phone can be influenced either internally or externally. This study investigates the influence of electronic word of mouth (eWOM) particularly the source’s expertise, the source’s trustworthiness, the richness of message content, strength of advocacy, and tie strength towards such intention among consumers from the older generation. Compared to the younger generation, the possibility of older consumers having higher purchasing power is likely and without many people being aware of it. Some of them are interested in new technologies that will not want to be left behind. They are willing to learn and know more. Empirical data analysis involving 180 respondents aged more than 50 years old showed that the hypothesized relationships were all supported. Findings suggested that older consumers were more prone to act on their purchasing intent with credible eWOM recommended by others whom they trust. They are also attracted by strong emotional appeal from highly informative messages delivered through eWOM.

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Objective. The purpose of the article is to study the essence and role of empirical models of consumer persuasion in the advertising activities of tourism enterprises. Achieving the goal involves solving the following tasks: to determine the most effective channels for attracting customers, analyze the models of the hierarchy of reactions to communication with consumers, characterize empirical models of consumer persuasion and prove the feasibility of their use in the advertising activities of tourism enterprises . Methods. Analytical, comparative and historical research methods were used to solve the main tasks. Results. The article considers the essence and role of empirical models of consumer persuasion in the advertising activities of a tourism enterprise. Attention is focused on the need for efforts of a tourism enterprise to understand the psychology of consumers in order to ensure targeted impact on them by advertising means. The theoretical foundations of traditional behavioral theories that study models of persuasion from a psychological perspective are analyzed and empirical models of persuasion are proposed, namely, logical, associative and innovative, since the use of digital technologies allows an integrated approach to the use of the proposed models, which facilitates the choice of channels for distributing advertising and processing information received from consumers.. Scientific novelty. The scientific novelty of the study lies in the development of empirical models of persuasion of consumers of tourism services. The proposed models reflect the stage at which the consumer makes a decision to purchase a tourism product, which will allow to identify heterogeneous features within each of the target groups and correlate accordingly with the content and format of the information message itself and the channel of its distribution. The use of digital technologies makes it possible to use them within a single message to different categories of consumers, which facilitates the choice of distribution channels and processing of the information received. Practical significance. The proposed models can be used in the advertising activities of tourism enterprises to increase their efficiency. Key words: tourism, advertising activity, tourism enterprise, traditional models of persuasion, empirical models of persuasion.