Internet Penetration Levels Research Articles

The economic impact of social media marketing: A study of consumer goods in emerging markets

The economic impact of social media marketing on consumer goods in emerging markets has become increasingly significant, driven by rapid digital adoption and the growing influence of online platforms. This study explores how social media marketing strategies employed by consumer goods companies contribute to economic growth in these regions. By leveraging data from various emerging markets, the research examines the role of social media in enhancing brand visibility, consumer engagement, and market penetration. The study highlights the ability of social media to reach vast audiences at relatively low costs, enabling companies to build brand awareness and foster consumer loyalty in markets where traditional advertising channels may be less effective or accessible. Through targeted advertising, influencer partnerships, and interactive campaigns, social media marketing has proven instrumental in driving sales and expanding market share for consumer goods companies. This, in turn, has stimulated local economies by increasing consumer spending, creating jobs, and encouraging competition. Furthermore, the study discusses the multiplier effect of social media marketing on economic development, particularly in how it helps local businesses integrate into the global economy. By providing a platform for smaller companies to compete with established brands, social media has democratized access to markets and facilitated the growth of entrepreneurial ventures in emerging economies. However, the study also acknowledges the challenges and limitations of social media marketing in these contexts, such as digital divides, varying levels of internet penetration, and the need for culturally sensitive content. The findings underscore the importance of adapting social media strategies to the specific characteristics of emerging markets to maximize their economic impact. In conclusion, social media marketing has become a powerful tool for driving economic growth in emerging markets by enhancing brand presence, increasing consumer demand, and fostering competitive business environments. As digital ecosystems continue to evolve, the role of social media in shaping economic landscapes in these regions is expected to expand further, offering significant opportunities for consumer goods companies and local economies alike.

Service sectors and trade through a digital medium: a modified gravity approach

ABSTRACT Given the increasing role played by services delivered through online platforms, this study is a first to undertake cross-sectoral examination of the trade performance of nine service sectors exploring only the digitally delivered components of these. The article makes two main contributions. First, in the absence of bilateral trade data, it develops gravity-like indices using a methodology to capture the influence of common variables used in the gravity literature. Sector-level unilateral import data on the WTO, GATS mode 1 of service delivery or cross-border trade, which is largely synonymous with digital trade, is drawn from the relatively new OECD-WTO-TiSMoS database. Next, the constructed gravity-like variables along with an index of the importer’s services trade restrictiveness, the level of internet penetration of the importing economy and their interaction are examined across the said sectors using a panel of 50 countries for the years 2014–2017. The findings of the constructed gravity variables support earlier literature using bilateral service trade data. The outcomes of the interactions reveal that the trade dampening effect of larger service trade restrictions is somewhat mitigated by deeper internet penetration in consumer services like education in contrast to others like insurance & financial services which are usually producer services.

Awaking Awareness of Communication Patterns in The Cyber Radicalism: Covid-19 Pandemic Case Study

The high level of internet penetration during a pandemic allows people to be exposed and influenced virtually by radical ideologies. This study aims to provide an overview of the cyber radicalization process and communication patterns during the Covid-19 pandemic. The study utilized the literature review method by reviewing scientific journals, which was accomplished by criticizing, synthesizing, and summarizing the selected data. The results showed that during the Covid-19 pandemic, radical group ideologues spread propaganda via the internet and succeeded in increasing the radicalism sympathize and the number of lone wolves. The radical groups have extraordinary mass communication patterns. They spread radical ideology subtly and greatly influenced the masses. The pattern of intrapersonal communication arises, specifically the internalization of values based on learning, observation, and self-understanding. The radicalism process via the internet is effective media due to its ease, cheapness, and massive and broad spectrum. Straightforward access to radical content found on the internet and social media has led to the emergence of a lone wolf, a person who participates in radicalization by independent process and is not affiliated with any radical groups. This research contributes to completing data on radicalism issues by providing data support in developing strategies to prevent the spread of cyber radicalism.

Does frequent internet use increase the propensity to change address? UK evidence from Understanding Society on mobility preferences, expectations and moves

AbstractLong‐term declines in rates of internal migration have been widely documented in many developed economies. Accompanying this decline has been a proliferation in the everyday use of new technologies such as the internet. New communication technologies have been theorised to influence migration decisions, but the direction of this influence is ambiguous, with some studies finding that they decrease migration, others that they increase it. Using data from the UK Household Longitudinal Study, this paper assesses the relationship between internet use and preferences/expectations to change address as well as the decision to move. Although frequent users of the internet tend to be more mobile on average, longitudinal analysis offers no evidence that internet use influences migratory preferences and expectations or actual moves. This paper contributes to the literature by studying a developed country with high levels of internet penetration, by engaging not only with actual moves but also with preferences and expectations to move, and by drawing on longitudinal data to address unmeasured confounding in so far as possible. More broadly, it provides a reference point for future studies which might consider whether internet use plays a different role in the aftermath of the COVID‐19 pandemic.

The Influence of Digital Literacy Levels on Social Media Use Among Students

The level of internet penetration and contribution in Indonesia is on the island of Java; the penetration rate is 81.83%, and the contribution rate is 58.51%. Of these internet users, the majority of users are university students (S1/S2). Previous research explained the influence of Facebook social media on deviant teenage behaviour (cyberbullying). The method used in this study is quantitative with a correlational approach because it demonstrates the relationship between variables. The sample of this study included 200 students from Yogyakarta. Hypothesis testing using a t-test is performed to determine the results of the predetermined hypotheses. The t-test results show that in this study, there is a significant influence between digital literacy level and social media use.

Global variations in online privacy concerns across 57 countries

Cross-cultural studies have found national differences in how concerned people are about online privacy. However, it has not yet been settled what causes this variation, and several factors have been proposed in the literature, including internet habituation, individualism, and uncertainty avoidance. Here we investigate these factors by two studies. In the first, we examine the association between online privacy concerns and a new measure of online self-disclosure norms that we introduce. We find that this measure is significantly associated with two established instruments of online privacy concerns in the literature. In the second, we analyze previously unpublished data from a questionnaire on online self-disclosure norms as assessed by this new measure. It includes replies from 18,046 adult respondents from 57 countries and six continents. We find that norms in favor of more restrictive online self-disclosure are weaker in countries with higher levels of internet penetration (r = −0.56, p < .001). Our findings suggest that higher internet penetration in a country reduces online privacy concerns. The results support the idea that habituation to online environments decreases privacy risk perceptions. An implication is that preferences for online privacy are likely to decline over time in countries where internet penetration is still low. Lastly, in conflict with previous studies, our analyses do not support the theory that online privacy concerns are associated with national cultures related to individualism or uncertainty avoidance as measured by Hofstede's indices.

IT as an instrument for democratization of parliamentary activities: Latin American practice

IT as an instrument for democratization of parliamentary activities: Latin American practice

ОЦЕНКА УРОВНЯ ПРОНИКНОВЕНИЯ ИНТЕРНЕТА И РАЗВИТИЯ ЦИФРОВОЙ ТОРГОВЛИ

In order to assess the level of development of digital commerce, an analysis of the level of Internet penetration and, as a result, the development of digital commerce was carried out. It is determined that higher-quality and high-speed coverage of mobile communications and the Internet is inherent in developed countries – Germany, France, Japan, the UK, the USA, some of which already use advanced 5G technologies. The analysis suggests that the growth of the number of smartphone users and their use for access to the mobile Internet has a direct impact on the development of the digital retail market. The application and implementation of new technological solutions, the construction of infrastructure and base stations in remote and hard-to-reach territories will allow expanding the coverage of fixed and mobile Internet, thereby ensuring the growth of new digital users, and with them the growth in the number of purchases in virtual space, since it is progress in information and communication technologies that plays a decisive role in the development of the economy and digital commerce.

Banking marketing development trends in the context of digitalization

The article is devoted to the study of modern trends in the development of banking marketing in the context of global digitalization of all spheres of social life. In order to assess the relevance of the analyzed question, the data on the number of requests for “bank marketing”, “digitalization”, “digital technologies” and “banking innovations” in the most popular Google search engine were studied. In addition to the significant interest of the public in the digitalization of banking marketing, a high scientific interest in this topic was also revealed among both domestic and foreign researchers. The influence of digitization processes, namely the growth of the level of Internet penetration on the banking system, which, among other things, was reflected in the change in the number of bank branches, was considered. A brief description of the digitalization and banking marketing categories is given, as well as the result of their interaction and the formation of the concept of digital banking marketing is described. The main digital tools of banking marketing are identified: search engine optimization (SEO), social media marketing (SMM), content marketing, traffic management, email marketing, contextual advertising, gamification, mobile marketing, etc. A detailed description of the essence of the most popular digital methods of promoting products in the banking services market is provided, as well as the international experience of their successful implementation in banks of various sizes and organizational forms is investigated. The theoretical value of the conducted research lies in the expansion of scientific views on modern trends in the development of banking marketing in the context of digitalization. The practical value lies in the study of international experience in the use of digital banking marketing tools. We consider it appropriate to direct further research to the cost assessment of the effectiveness of the use of digital banking marketing tools

DIGITIZATION OF THE ECONOMY OF UKRAINE AND E-COMMERCE AS ITS COMPONENT

Despite the gap between Ukraine and the European Union in the general development of the economy and various state institutions, our state is gradually approaching the advanced countries of Europe in terms of the prevalence and availability of digital web services. In the matter of finding out the main trends of Internet technologies, the annual reports of the Kepios company, whose founder is Simon Kemp, the chief analyst of DataReportal, are authoritative for international corporations. Another report called “DIGITAL 2022: UKRAINE” says that in January 2022 there were about 31.10 million Internet users in Ukraine. The level of Internet penetration at the beginning of the year was 71.8% of the total population. For comparison, this indicator is 93% in Germany, 93% in France, 98% in Switzerland, 88% in Romania, 87% in Poland, and 92% in the USA. However, even under the difficult economic and political conditions in which Ukraine currently finds itself, it has a large number of projects related to digitalization. At the same time, taking into account Ukraine’s desire to become a member of the EU, European countries are promoting the use of digital technologies in the economy of our country in every possible way. So, in our time, the process of digitalization of the economy is gaining momentum. Based on the essence of the phenomenon of the digital economy, its formation is directly related to the modernization and application of information and communication technologies, for which the Internet and various gadgets are the basis. Thus, in the article, the authors describe digitization as a complex economic process of radical transformation of the economies of the world. At the same time, attention was drawn to EU initiatives aimed at the implementation of information technologies in the spheres of business and state management. The impact of the large-scale economic shocks that Ukraine has experienced in recent years on the e-commerce sphere was also considered.

КЛЮЧОВІ ФАКТИ ГАРМОНІЗАЦІЇ ЦИФРОВОЇ ТОРГІВЛІ УКРАЇНИ

In the conditions of digitization of the world economy, there is a need for the development the digital trade. The work reveals the facts about Ukrainian’s digital trade. Ukraine faces a lot of tasks related to the development of digital trade, which is why many works devoted to this issue have appeared in recent years. Despite the significant contribution of the scientific works described above, the current state of development of digital trade in Ukraine has not been finally resolved. Therefore, the author considers it expedient to conduct an analysis of the digital trade market in Ukraine. The purpose of the study is to reveal the peculiarities and facts of Ukraine's digital trade and to find ways to harmonize the digital environment between Ukraine and the EU. The landscape of consumers was studied and their characteristics were carried out by analyzing the dynamics of indicators of digital trade users in developed countries in comparison with Ukraine. The behavioral situation of Internet shopping is characterized by analyzing the current state of digital commerce penetration and the level of Internet penetration. Key aspects of Ukraine's digital trade are revealed in the work. The study analyzed the dynamics of net sales of digital trade among the 100 best online stores in Ukraine. The paper examines the net volume of digital trade sales among the 100 best online stores in Ukraine. Based on the above analysis of international experience, the author proposed ways to harmonize digital trade between Ukraine and developed countries. The work concluded that for the harmonization of digital trade between Ukraine and developed countries, it is necessary to practice the organization and implementation of digital trade, if the territory of the ecosystem functions similarly to the digital trade of the world, then this will be a guarantee of the development of digital trade on global markets. The implementation of harmonization of digital trade will remove obstacles to cross-border digital trade, increase the volume of cross-border digital trade and prepare the country for future changes in digital trade in global markets.

СПЕЦИФІКА ІНФОРМАЦІЙНО-ТЕХНОЛОГІЧНОГО ЗАБЕЗПЕЧЕННЯ СТАЛОГО РОЗВИТКУ УКРАЇНИ

The article focuses on the peculiarities of the introduction of information technologies in Ukraine. On the one hand, Ukraine has a recognized image in the international arena in the IT segment, and on the other hand, the insignificant introduction of high technologies in the real sector of the economy, the growth of patent migration and low digital literacy of the population. It is established that the active development of the IT sphere in Ukraine is determined by: the growing global demand for programming services; high educational level of Ukrainian programmers and "Ukrainian specifics" of the environment; formed territorial IT hubs; international incentives / assistance in the process of digitalization of the country. It is proved that the country continues to have significant spatial differences in Internet access and IT use. The level of Internet penetration has stimulated the development of the electronic financial market and its infrastructure. Increasingly, IT is used as a means of communication between local and state authorities and the public, as a tool to promote business growth and its promotion in the markets of other regions. In the public sector, including education, digital progress has accelerated due to the pandemic. Software in the field of distance education is now quite diversified: Moodle, iCloud, learning site with IT arena, Skype, Viber. Recently added: Google Classroom, Zoom, Microsoft Teams, Webex Meet. The information and technological challenges facing Ukraine and the demands of society, the response to which will help achieve most of the national goals of sustainable development, are considered. Тhe problems facing Ukraine at the present stage are the growth of cybercrime; the need to build an infrastructure for innovation; reforming the sphere of intellectual property, implementation of a comprehensive state program to overcome the digital backwardness of the population. In Ukraine, interregional and intraregional differentiation can be traced in terms of the level of informatization and the results of the functioning of the IT sphere, which will be further intensified by the Russian war against Ukraine. After all, IT companies are relocating to the West and Romania, the population of some areas loses access to the Internet and IT, and other areas, on the contrary, master new information technologies and actively use them to study, work and create optimal conditions for development. Thus, a completely different spatial configuration of IT hubs and generation of IT users is formed.

ВПЛИВ Е-ТОРГІВЛІ НА ГЛОБАЛІЗАЦІЙНІ ПЕРЕТВОРЕННЯ У СВІТІ ТА В УКРАЇНІ

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.

E-COMMERCE ІN UKRAINE: TRENDS AND DEVELOPMENT PROSPECTS

Objective. The objective of the study is to analyze the main trends and features of e-commerce in Ukraine and identify prospects for its further development. Methods. To achieve the objective, the following research methods are used: systematic and comprehensive analysis (to identify trends in e-commerce in the world and the domestic economy), comparison and grouping, graphical and tabular methods (for visual representation of statistical material), abstract-logical method (for formulation of proposals and conclusions). Results. The indicators of e-commerce development in the world are analyzed. The main tendencies of the e-commerce market of Ukraine are investigated. Based on the analysis of the dynamics of the volume and structure of the e-commerce market of Ukraine, the growth of indicators in 2015-2021 is established and growth is expected in the future. Assessment of the market structure by major sellers shows that it is dominated by marketplaces. Analysis of the product structure of the Ukrainian e-commerce market shows that the largest segments are electronics and media, fashion, furniture and appliances. According to experts, the market in Ukraine has great potential, because the e-costs of one Ukrainian are far behind the developed world and European countries. The key trends of e-commerce in Ukraine in recent years are summarized. They include: the growing share of mobile traffic, fast payment methods, a variety of payment systems. reviving e-commerce in the regions by improving the logistics network and increasing the level of Internet penetration in the regions, fast and affordable delivery, increasing the number of purchases on credit, the transformation of online stores into marketplaces; provision of additional services, omnichannel, significant influence of social networks, promotion of chatbots, etc. The main problems of e-commerce development in Ukraine are systematized. The trends in the development of the e-commerce market during the war between Russia and Ukraine have been revealed. It is established that the key directions of e-commerce development in Ukraine in the near future will be: maximum process automation, providing range for customers, quality control, omnichannel model of work, development of marketplaces and logistics, increasing filling centers, information touching the customer where it is convenient and appropriate, increasing the share of sales on foreign marketplaces, promotion through social networks, native advertising and publications in the media, the introduction of new technologies, training. Key words: e-commerce, e-trade, development trends, online commerce.

NEW DIGITAL PRACTICES AS AN EXTERNAL EFFECT OF SOCIAL CAPITAL

Social capital is the basic characteristic of a regional community. It is tied to the area where the community lives. Externalities of social capital are important for the development of a community. They can be varied. The country has one of the highest levels of Internet penetration by the population in the world. The purpose of the article is to identify how social capital affects the involvement of the population in new digital practices. It is important to understand how the population is ready for the new digital realities, which affects the development of these practices. The level of mastering such practices can be regarded as one of his externalities. The analysis is based on the method of constructing an indicator model for measuring social capital. The study revealed a positive correlation between involvement in innovative practices and the respondent's social capital.

MULTICHANNEL MARKETING AS A KEY ELEMENT OF E-COMMERCE DEVELOPMENT STRATEGY

The article examines the main drivers of e-commerce development in Ukraine, which are: increasing the level of Internet penetration; restrictions caused by COVID; expanding the geography of delivery and reducing its time without harming the environment. It is established that the object of multichannel marketing in the information technology market is the analysis of information and its qualitative evaluation using network information systems and other means of information technology. The comparative characteristic of elements of a complex of traditional marketing and marketing in electronic commerce is carried out, their specific features are defined. Traditional marketing aims to analyze demand, competitors, identify opportunities and create tasks for production, test products on potential consumers, while multichannel marketing in e-commerce helps to promote products on the Internet, analyze the supply and demand of competitors, test the product, but not related to production planning. It is proved that multichannel marketing personalization in e-commerce involves the formation of an environment in which a key element of business is the management of consumer information, which allows expanding analytics, attribution of answers and digitalization of marketing. It is established that the placement of goods for sale in electronic format, optimizes costs such as rent or maintenance of its own warehouse, targeted advertising of goods, transportation costs, product packaging. Measures for the introduction of multichannel marketing in e-commerce are proposed, which provides additional opportunities for: personalization of customer experience for each channel through in-depth analysis of the audience and the formation of each customer’s unified view; marketing optimization which allows coordinating the operations of marketing and sales departments, to make decisions based on data that increase the return on investment; stimulating the generation of demand and its growth for marketers in the B2B segment which allows you to increase conversions and increase sales.

The state’s activity on the development of digital capitalism: evidence from Russia

ABSTRACT Modern post-communist states outside the European Union (both Eastern European and Central Asian) are taking measures to progress to a new stage in the development of capitalism - digital. Russia is at the beginning of the path to digital capitalism due to the shorter time frame for the transition to market relations (after the 1990s) and different socio-political and economic conditions (the collapse of the administrative-command system). In the article, based on the use of modern theories of the development of capitalism, an analysis of state measures to develop such aspects of digital capitalism as an information society and a digital economy in Russia is conducted. The conclusion is drawn about the tendencies of monopoly and “nationalisation” in Russian digital capitalism. At the same time in the Russian Federation e-commerce, electronic media are actively developing, a very high level of Internet penetration, and the development of state digital services is stated.

СУЧАСНІ ТЕНДЕНЦІЇ ВИКОРИСТАННЯ ЦИФРОВИХ КОМУНІКАЦІЙ ПІДПРИЄМСТВАМИ

In today's realities, the development of e-business has a positive impact on the world economy, as it accelerates economic growth, reduces inflation, increases productivity and increases employment. Internet commerce is most developed in countries with a high level of readiness for such business (USA, Hong Kong, Singapore, EU countries). The development of e-commerce is based on attracting more and more users to the Internet, so it is not surprising that the share of e-commerce turnover in GDP and the share of e-commerce in retail trade correlates with the level of Internet penetration. Moreover, the growth rate of e-retail will outpace the growth of traditional forms of retail, which will increase the share of online sales in total global retail. The article considers the current trends in the use of digital communications by enterprises, including SEO, paid advertising, content, e-mail communications. It is determined that the share of e-commerce in the country's retail trade naturally increases with the level of Internet penetration and Internet trade, ie the share of buyers of the country who make at least 1 purchase on the Internet during the year. The strategy states the need to adopt a law on online trading, to consider the basic provisions for the operation of online trading platforms and aggregators. The article also identifies and proves that Internet technologies have become widespread and continue to change the processes of customer interaction with the company. The basis of these changes is the emergence of a wide toolkit of Internet communications, which is gradually replacing the traditional channels of communication with customers of the enterprise. The basis of any tool of Internet communications is content: profile articles on the Internet resource, ads for paid search advertising, video content, content in e-mail newsletters or social networks. By analyzing the needs of its potential users, the company tries to provide the most relevant content that would meet their needs. Peculiarities of content perception may manifest themselves differently for different nationalities and segments of the population, so there is a need to study trends.

Проблеми та перспективи розвитку ринку електронної комерції в країнах Латиноамериканського регіону

In the current conditions of rapid digitalization of the worldwide space, taking into account global factors, which are being forced, including such «black swans» as the COVID-19 pandemic, the issues of e-commerce development in the context of certain regions are being activated. The article is aimed at studying and identifying the features and trends of e-commerce development in the Latin American region, a detailed analysis of Brazil, Mexico and Argentina as the largest markets in the region. To achieve this aim, the methods of scientific abstraction, analysis and synthesis, statistical analysis, comparison, structural and logical generalization were used. The article determines that, given the large population of the region with a significant stratification of society, the region has seen a sharp increase in the e-commerce market, including by means of the mass digitalization of the end user to meet the need for remote work and training during the pandemic. Most researchers distinguish the markets of Brazil, Mexico and Argentina as the largest in the region. There is a significant increase in the presence of regional and global platforms, with an emphasis on the problem of disproportionately large volume of Asian products sold by global platforms. The increase in the volume of trading platforms can have a beneficial impact on the improvement of logistics infrastructure in the region, which is currently one of the key problems. Among the existing problems, experts also indicate a low level of penetration of banking services and a high degree of cash circulation. Due to the specifics of the banking sector, not all local cards are valid on international trading platforms, which is one of the deterrent factors for the development of e-commerce. Based on statistical analysis, it is determined that in the current realities of the Latin American region, the process of digitalization of all e-commerce market participants is experienced while maintaining trends in the steady growth of key indicators of Internet commerce. This characterizes the region as promising in terms of increasing market volumes, the number of Internet consumers, the level of Internet penetration, the modernization of the banking sector and changes in legislation. At the same time, it is identified that in the presence of problems of the shadow economy, a low degree of public confidence in the banking sector, the preservation of a significant disparity in the incomes of categories of the population, there is a need to revalue the prospects and conditions for the further development of the e-commerce market in the post-pandemic period.

Premises for the development of digital services in Russian rural areas in search of sustainability

The objective of the paper is to analyses the premises of the development of e-commerce and other various online services possible to be provided by rural people. As far as our former researches show that rural community is concerned about its environment and do its best to preserve nature and cultural heritage, but lack of resources make obstacles to stop some natural problems. Moreover, rural people suffer from unemployment, so their priority is to find a job and means for life. We see that new job opportunities could solve the problem of unemployment and boost new activities to take care of their homeland. So we analyze the level of Internet penetration to the countryside and how it influences on new opportunities for employment in the countryside.