Personal Sphere Research Articles

‘Playing the same game differently’: constituting academic identities in four disciplines

AbstractWhilst many studies have explored academic identity construction, very few take a comparative perspective to examine the various ways of constructing academic identities within and across different disciplines. This paper analyses a key policy document used for evaluating academics’ performance along with semi-structured interviews with 37 academics from Chemical Sciences, Medical Sciences, Nursing and Education working in a research-intensive New Zealand university. The use of Foucault’s theoretical construct of games of truth provides a novel perspective to investigate the ways in which academics in different disciplines play the academic ‘game’ and how this might affect their construction of an academic identity. Our analysis suggests that the path into academia is a key factor in their trajectory of academic formation. The study suggests three types of ‘valid’ academics. It problematises the standardised definition and evaluation of academics and offers contextualised, multiple, dynamic and agential understandings of being and becoming set up through the interplay of forces arising from disciplinary, institutional, professional and personal spheres.

Identifying levers of urban neighbourhood transformation using serious games

Growing urban population and contemporary urban systems lock-in unsustainable urban development pathways, deteriorating the living quality of urban dwellers. The systemic complexity of these challenges renders it difficult to find solutions using existing planning processes. Alternatively, transformative planning processes are radical, take place on multiple scales, and are often irreversible; therefore, require the integration of local stakeholders’ perspectives, which are often contradictory. We identify perceived levers of urban transformative change using a serious game to facilitate the integration of these perspectives through simulating neighbourhood transformation processes in two European case studies. Building on existing transformation frameworks, we organize, conceptualize, and compare the effectiveness of these levers through demonstrating their interactions with different scales of transformation. Specifically, drawing from close commonalities between large-scale (Three Spheres of Transformation) and place-based (Place-making) transformation frameworks, we show how these interactions can help to develop recommendations to unlock urban transformative change. Results show that access to participation is a key lever enabling urban transformative change. It appears to be mid-level effective to unlock urban transformative change through interactions with the political sphere of transformation and procedural element of Place-making. Ultimately, however, most effective are those levers that interact with all scales of transformation. For example, by engaging a combination of levers including access to participation, public spaces, parking, place-characteristics and place-identity. These findings could be operationalized by self-organized transformation processes focused on repurposing hard infrastructure into public spaces, whilst ensuring continuity of place-based social- and physical features. Local stakeholders could further use such processes to better understand and engage with their individual roles in the transformative process, because interactions with the personal scale, i.e., personal sphere of transformation appear paramount to unlock urban transformative change.

Work-life balance and its impact in modern organizations: An HR review

Work-life balance has become a critical aspect in modern organizational management, drawing attention from human resources professionals who play a pivotal role in shaping workplace policies. This paper provides a comprehensive review of the concept and its impact on contemporary organizations, emphasizing the role of Human Resources (HR) in fostering a harmonious work-life equilibrium. The contemporary workplace landscape is characterized by rapid technological advancements, globalization, and changing societal expectations, influencing employees' perceptions of their professional and personal lives. Achieving work-life balance is essential for employee well-being, job satisfaction, and overall organizational success. The HR department serves as a linchpin in crafting policies and initiatives that promote work-life balance, recognizing its profound impact on talent retention, productivity, and organizational culture. This review explores various strategies employed by HR professionals to enhance work-life balance, including flexible work arrangements, telecommuting options, and wellness programs. It delves into the challenges organizations face in implementing these initiatives, such as resistance from traditional workplace structures and the need to adapt to diverse employee needs. Additionally, the paper sheds light on the positive outcomes associated with successful work-life balance initiatives, such as increased employee engagement, reduced burnout, and improved organizational reputation. Furthermore, the paper examines the evolving role of HR in navigating the dynamic landscape of work-life balance, considering the integration of technology, changing demographics, and the impact of the COVID-19 pandemic on remote work trends. It emphasizes the need for HR professionals to adopt proactive approaches, leveraging data analytics and continuous feedback mechanisms to tailor policies that cater to the diverse needs of employees. In conclusion, this HR-focused review underscores the significance of work-life balance in modern organizations and highlights the strategic role of HR professionals in shaping policies that foster a healthy equilibrium between professional and personal spheres, ultimately contributing to enhanced employee well-being and organizational success.

An exploration of teaching diverse students in a higher education institution in the UK: A case study of a University in London

This study investigates race equality at The University of Sunderland in London through an analysis of practices and perspectives. Interviews were conducted with Black, Asian, and Minority Ethnic (BAME) students, staff, and affiliated individuals, revealing seven major themes: Curriculum, Covid, Diversity, Personal Sphere, Institution, Belonging, and Technology. These themes offer valuable recommendations for fostering a more diverse and inclusive environment, improving the academic experience in UK Higher Education Institutions. To promote diversity, it is essential to ensure balanced student representation in classes and incorporate diversity considerations in recruitment and allocation processes. Creating a culture of equality, diversity, and inclusion is crucial for a positive learning environment. Mentorship programs can facilitate inclusivity, pairing BAME students with experienced staff. Policies should be reviewed to ensure inclusivity and non-discrimination. Increasing representation of people of colour in senior management roles enhances staff diversity. Staff training on creating an inclusive environment is important. Transparent and fair recruitment processes are necessary to avoid bias. Implementing these recommendations can contribute to a more inclusive and equitable higher education landscape, benefiting both students and staff.

Ціннісний компонент у структурі мотиваційної сфери особистості військовослужбовця

B a c k g r o u n d . The article presents an analysis of modern theories and studies of the motivational sphere of personality, its structure, psychological features of functioning, and, in particular, in the context of combat activity, with the aim of outlining the value component in the structure of the motivational sphere of a serviceman's personality, defining it, and clarifying how values influence the motivation of a serviceman to combat activity. M e t h o d s . To solve the tasks set in this paper, theoretical research methods were used: analysis of scientific sources on the research topic, system analysis, synthesis, generalisation of scientific approaches, classification and specification of the system of values that determine the combat motivation of military personnel. R e s u l t s . The results indicate the key role of values in shaping the motivation of servicemen to fight, perform daily combat tasks and the desire to return to the battlefield. The analysis of scientific works shows that the motivational and value sphere is unique for each individual and a complex structure that inspires a person, encourages and gives strength to overcome life՚s difficulties. The analysed studies have also made it possible to state that the motivational and value sphere of personality as an integral psychological formation is currently represented through the phenomena of the value-sense sphere, personal values, goals of life, personal, social, and professional significance. In order to determine the motivational and value determinants of military personnel's combat activity, the characteristic features of such activity are analysed. The key definitions reflecting the relationship between values and motivation and their influence on the activity of the serviceman's personality in combat conditions are formulated. С o n c l u s i o n s . The motivational and value sphere enables the serviceman՚s personality to compare his own needs and motives with the values and social norms he has learned and understood, and regulates his activity. At the same time, it not only determines the ways and conditions for achieving goals, but also becomes a source of goals. In addition, the motivational and value sphere reflects the subjective attitude of a serviceman՚s personality to social reality, which manifests itself as a motivation for combat activity, behaviour in different situations and spheres of life. In the structure of a serviceman's personality, the motivational and value sphere characterises the internal readiness for combat activity and determines the direction of behavioural activity.

ЕМОЦІЙНО-ВОЛЬОВА СФЕРА ОСОБИСТОСТІ МЕНЕДЖЕРА В ПРОЦЕСІ УПРАВЛІННЯ КОЛЕКТИВОМ

The article is devoted to topical issues of determining the emotional-volitional sphere of the manager's personality in the process of team management. The integration of personal and psychological characteristics of the manager into management processes is analyzed. The specifics of the manager's activities in modern conditions are indicated. The main qualities of the manager include: internal beliefs and willingness to manage; the ability to lead; the ability to manage, the desire for leadership; developed volitional qualities and self-regulation; analytical skills and critical thinking; the ability to work in a team and the ability to take responsibility. The specificity of the emotional-volitional sphere of the manager's personality is substantiated and its importance in the process of team management is described. Emotions and feelings belong to the same substructure of personality. The study noted that emotions and feelings can be differentiated into the following groups: in the form of manifestation (moods, affects, passions); by direction (positive and negative). The emotional sphere is interdependent with other cognitive processes: sensation, perception, memory, thinking, etc. The volitional qualities of the individual include: endurance, initiative, perseverance, organization, determination, self-control, independence, purposefulness, etc. The following characteristics indicate the formation of stable volitional qualities of the manager: the ability to carry out an adequate assessment of the situation, the optimal choice of ways for future action, the rational selection of means and tools, managerial decision-making, etc. The principles of regulation of the emotional-volitional sphere of the manager's personality in the context of the implementation of management activities by the team are determined. It is determined that the emotional-volitional sphere of the manager's personality is an integral component of the manager's personality, which reflects the situational attitude of a person to individual objects and volitional qualities and affects the communicative function of management.

Digital model of psychophysiological support for university students

The paper presents a digital model of psychophysiological support for students, organized at various sites of the university. The digital model of psychophysiological support includes a set of procedures and activities aimed at ensuring the impact and support of health indicators, biological functions of homeostasis, and the psychophysiological well-being of students. Among the components of the digital model is the innovative project “Online Curator”, which contains a step-by-step description of the sequence of pedagogical actions of curators of student groups, which are based on the constantly updated information resource “Electronic methodological library”. Pedagogical actions are carried out by curators based on the results of annual monitoring and identification of risk groups among the students. Typical problems of students identified during testing in 2021 were problems of the emotional and personal sphere; communication problems; intrapersonal problems and difficulties of adaptation. The resource “Electronic methodological library” described in the paper is an original bank of methodological information designed to improve the psychological and pedagogical competence of curators and to directly organize a variety of extracurricular work with students. The inclusion of the curator’s figure in collective and individual activities for the psychological support of students using IS resources allows him to effectively carry out socializing, preventive, regulatory functions, providing effective support for the psychological well-being of students.

Perceived support and AI literacy: the mediating role of psychological needs satisfaction.

Artificial Intelligence (AI) exerts significant influence on both professional and personal spheres, underscoring the necessity for college students to have a fundamental understanding of AI. Guided by self-determination theory (SDT), this study explores the influence of psychological needs satisfaction on AI literacy among university students. A cross-sectional survey involving 445 university students from diverse academic backgrounds was conducted. The survey assessed the mediation effect of students' psychological need satisfaction between two types of support-technical and teacher-and AI literacy. The results indicate that both support types positively influenced the fulfillment of autonomy and competence needs, which subsequently acted as mediators in enhancing AI literacy. However, the satisfaction of relatedness needs did not mediate the relationship between the types of support and AI literacy. Unexpectedly, no direct association was found between the two forms of support and AI literacy levels among students. The findings suggest that although technical and teacher support contribute to fulfilling specific psychological needs, only autonomy and competence needs are predictive of AI literacy. The lack of direct impact of support on AI literacy underscores the importance of addressing specific psychological needs through educational interventions. It is recommended that educators provide tailored support in AI education (AIEd) and that institutions develop specialized courses to enhance AI literacy.

Общие стили принятия решений: апробация русскоязычной модификации опросника GDMS

Background. Individual techniques, or decision-making styles, are included in the regulation of hierarchies of processes that mediate a person’s exit from situations of uncertainty. Diagnostics of these styles helps both to solve practical problems and to clarify theoretical issues — in particular, the issue of the generalization of styles and their connections with the intellectual and personal spheres. Objective. The aim is to test and adjust the General Decision-Making Style Inventory questionnaire to a Russian sample. Study Participants. 456 people aged 18 to 50 years (M = 24.80; SD = 7.61); of these, 74 were men (M = 22.96; SD = 4.88) and 358 were women (M = 25.25; SD = 8.08), 24 subjects did not indicate gender. 80% were university students, 20% were working employees. Methods. The study included 3 stages: translation, assessment of structural validity and reliability on a Russian sample, assessment of convergent validity. 4 questionnaires were used: the General Decision-Making Style, Rational-Experiential Inventory, Personal Factors of Decision Making (PFDM), Impulsivity-7. Results. A structural model of connections between the scales (factors) of the General Decision-Making Style Questionnaire has been constructed. The model demonstrated good fit to the data and Cronbach's alpha reliability coefficients were acceptable (0.75 to 0.85). The convergent validity of the questionnaire scales was confirmed. Analysis of differences by gender revealed significantly higher scores for Intuitive and Dependent styles in women. Conclusions. The General Decision-Making Styles Questionnaire has a 5-factor structure and acceptable psychometric properties. Convergent validity has been demonstrated primarily for the Rational and Intuitive styles when identifying their connections with other similar constructs. Both styles are not related to each other, but are related in the opposite way to the Spontaneous (Impulsive) style.

Life meanings and values of drug addicts with different durations of remission as components of the psychology of sustainable behavior

The relevance of this study lies in the fact that it draws attention to some factors of successful recovery of drug addicts, those resources that help to maintain stable remission, namely the peculiarities of the value-sense sphere of addictive personality both at the initial stages of recovery and in stable remission. The aim of the study is to investigate the value-sense sphere of drug addicts with different durations of remission in the determination of possible positive changes.The object of the study was 150 drug addicts at different stages of remission. As psychological tools we used the test of life-meaning orientations, adapted by D. A. Leontiev, “Methodology for the study of the system of life meanings” developed by V. Y. Kotlyakov; the method “Value orientations” (M. Rokich). The average data were compared using the Kruskal-Wallis H-criterion. Significant differences in the peculiarities of the value-sense sphere of drug addicts at different stages of remission were revealed. The revealed features should be taken into account when conducting psychological and preventive measures among persons with addictive behavior.

Эмоциональный капитализм в эпоху искусственного интеллекта

The article explores emotional capitalism development in the context of digital trans-formation processes and penetration of tools based on artificial intelligence into all spheres of social life. Ifluence of modern technologies on the development of social institutions and communicative practices is analyzed. Connection between economic processes and person-ality emotional sphere under modern conditions is considered.

Конфігурації особистого, публічного та професійного в персональних профілях користувачів фейсбуку: контент-аналіз

Background. Social media have become powerful platforms for self-representation and self-presentation. Researchers note that social networks blur the conventional boundaries between personal and public issues and spheres of life. Empirical analysis of personal profiles will help understand what issues (personal, public, or professional) and in what configurations users post on their social networks. The study aims to analyze the posts' meta-themes, types, and general patterns of configurations in 15 personal profiles of the Ukrainian Facebook space. Methods. Content analysis of 50 consecutive posts from 15 profiles of users of different ages, professions, and publicity was applied. Posts have been categorized by meta-themes (personal, professional, public) and types defined in the process of analysis (including dissemination of information about one's project, posts for memorable dates, diary accounting, diary reflection, meme, quote, opinion writing, etc). Results. Differences between the strategies of personal profile usage by public and non-public individuals were found. In particular, non-public users more often focus on personal topics, while public ones focus on professional ones. Popular types of posts were identified, such as diary accounting, diary reflecting, mapping of one's network, and project announcements. It was found that promoting one's own projects, journalism, and essay writing, as well as crowdfunding campaigns, are more common among public figures, while diary reflection, sharing photos, and memes are more prevalent among non-public users. Personal profiles in social networks perform a number of functions, such as being counterparts of live communication and self-presentation, spaces for opinion leadership, and involvement in collective events. Despite the proven diversity of profile management, each user demonstrates integrity and consistency in their approach. Conclusions. Unlike institutions and spaces of modernity, contemporary social networks combine different spheres of life (personal, professional, and public) in one space – in a single personal profile and even a single post. This creates both new opportunities for self-(re)presentation and challenges. Further empirical research involving qualitative methods is relevant for a deeper understanding motivation of users and their perception of the profiles.

Mothers' perception of the care of newborn in the home environment.

to identify mothers' perceptions about caring for newborns in the home environment, from the perspective of complexity thinking. qualitative, exploratory and descriptive research, carried out between November/2022 and February/2023. Data were collected through individual interviews with 21 mothers from southern Brazil who cared for newborns at home and analyzed using the thematic analysis technique. the four thematic axes resulting from the data analysis: Living amidst order and disorder; embracing singularities; dealing with the certain and the uncertain; support network in the (re)organizing process demonstrate that the mother caring for a newborn in their home environment experiences a distinct and plural adaptive process, which must be welcomed and understood by health professionals who work within the family environment. the care of newborns in a home environment, in the perception of mothers, requires differentiated attention and a formal or informal support network that considers the unique specificities of each woman/mother in the personal, family and social spheres. Therefore, in addition to the social support network, it is important to rethink home intervention approaches.

What You Didn't Learn in Residency: A Collective Curriculum for New Academic EM Faculty and Fellows.

This curriculum is designed for emergency medicine fellows and first-year junior faculty. The curriculum covers core topics related to academic and professional success for an early career faculty member. The curriculum is designed as quarterly sessions over the course of one academic year. An increasing number of emergency medicine graduates are pursuing fellowship after completion of residency.1 Fellowship can be challenging as newly minted graduates begin to explore their academic niche, refine their clinical practice, and define their personal and professional spheres. We propose a structured curriculum to help guide fellows and new faculty to mitigate these challenges. The aim of this curriculum is to develop relevant skills to promote academic success for fellows and first-year faculty at the start of their academic career and which could be completed during a one-year training timeline. We included topics relevant to all fellow and new faculty's expected personal and professional journey during this first year, including time management, academic productivity, resilience/wellness, and developing a national reputation. The educational strategies used in this curriculum consist primarily of lecture seminars. There is one short individual activity associated with the lectures and one small group discussion. The course was assessed with pre- and post-test surveys following each lecture. Surveys assessed participants' reaction, learning, and behavior for each session. Evaluations were completed based on a 5-point Likert scale (1=strongly disagree, 5=strongly agree). Fifteen participants attended the seminar series encompassing fellows and first-year faculty/post-fellows from ten different fellowship subspecialities. Average pre-assessment scores were low for many of the self-reported skills and confidence throughout the seminar series. Overall, participants reported increased confidence on the post-test for each of the seminar topics. In addition, participants reported that they learned new skills and planned to use the new ideas presented. All participants reported they would recommend these seminars to someone else on their same career path. Overall, participants reported increased confidence, new skills, and plans to use the ideas presented in the seminar series. The content appears applicable to this learner set since all reported they would recommend the series to others on their career path. In conclusion, we believe our seminar series will build skills for fellows and first-year faculty which will promote academic success. Academic success, professional development, early career development.

Динамика и структура смысловых базовых установок кыргызстанцев

This article presents a study of the meaningful basic sets dynamics (hereinafter referred to as MBS) among Kyrgyzstanis, as well as an attempt to determine the structure of MBS. In this paper, we rely on the level theory of the set was offered by A. G. Asmolov. Shifts in meaningful sets are always determined by changes in a person's real life relationship with social reality. The purpose of the study is to examine the dynamics and structure of the Kyrgyz people's MBS. The study is longitudinal in nature and covers the period from 2010 to 2021. It involved men and women who were on average 15 years old in 2010 and 26 years old in 2021. The main methodology was the questionnaire “Meaningful basic sets” (adaptation by A. D. Ishkov and N. G. Miloradova of the questionnaire “Dysfunctionality Scale” by D. Burns). It was revealed that the dynamics of MBS occurs in both male and female samples. Statistically significant differences were found depending on achievement, self-demanding behavior, and responsibility for others. The structure of MBS changes over time due to the loss of connections between MBS, which can speak about the formation of relative independence of MBS in the meaning sphere of personality. The prospects for this study are: expansion of the methodological tools, recruitment of an additional sample, for example, Russians, as well as inclusion in the analysis of data obtained by non-standardized methods.

Digital Consciousness and Identity

The aim of the study is to analyze how the development of digital consciousness and the widespread ingress of digital technologies into daily life affect the under-standing and formation of human identity in contemporary society. This aim encompasses several key research directions: studying the impact of virtual agents and artificial intelligence systems with elements of digital conscious-ness on individuals’ self- perception and their views of the world; identifying the role of digital media in the process of forming and rethinking social identity; analyzing the consequences of continuous interaction with digital technologies and content for personal development, self-esteem, and self-presentation; considering ethical and philosophical issues related to the creation and interaction with digital conscious-ness; reflecting on potential pathways for the development of relationships between humans and digital technologies, assessing opportunities and risks associated with a closer integration of artificial intelligence into the social and personal spheres of people’s lives. The result of exercising this interdisciplinary approach and combining various theories and observations show that people, with the help of technology, are taking part in developing their own identity, further proving the impact of digitalization on an individualistic and collective level; digital technologies also tend to have a profound and transformative impact on the peoples’ self-awareness and relations in a globalized world; furthermore, the use of digital technologies proves to be an effective means of global and subtle influence on the life, behavior and beliefs of modern people. It has been argued that postmodernism and cyberculture, in addition to having an ontological connection, share a model of world perception, which is not affiliated with any type of hierarchical model. The result of the author's reasoning is the conclusion that changes in technology or data loss are not mere technical problems – people end up feeling serious consequences of them, including drastic shifts in their personality, cognitive abilities and general well-being. This deeply affects the user’s ability to maintain their productivity, interact with information, and, more broadly, their ability to function in everyday life. Such situations highlight the need for the development and implementation of strategies and policies that consider potential vulnerabilities associated with technology dependence and aim to minimize the negative consequences of such dependence. Ethical considerations around cognitive extenders should include discussions on precautionary measures and development standards that ensure protection and support for users in the event of technological changes, updates, or failures. This might involve creating more resilient systems for data storage and recovery, developing more transparent and predictable update schemes, and introducing policies that support users’ cognitive autonomy and well-being.

Understanding the Religions of India

In India, in all communities, individuals have the right to practice the religion of his or her own choice. The religions have an important influence in the lives of the individuals. The individuals generate information in terms of norms and values through practicing their religion. In the lives of the individuals, in both personal and professional spheres, the practicing of religion is regarded as vital. In this manner, the individuals are able to benefit in number of ways, i.e. putting into operation all types of job duties successfully; inculcating the traits of morality and ethics; implementing the traits of diligence, resourcefulness and conscientiousness; developing mutual understanding with others and promoting good health, physically and psychologically. As a consequence, individuals are able to render an important contribution in promoting enrichment of their overall personality traits and standards of living. The individuals, belonging to all communities, neighbourhoods and professional settings need to accept the religions of other individuals. In other words, individuals need to form positive viewpoints in terms of all religions and accept these. One of the important aspects that needs to be taken into account is, one should not possess negative feelings in terms of any other religion. Therefore, it is understood on a comprehensive basis that religions are vital in promoting enrichment of overall quality of lives of individuals. The main concepts that are taken into account in this research paper are, religions of India, understanding the objectives of practicing religions and factors highlighting the importance of religion in India.

Unraveling the great resignation: a comprehensive literature review on the workforce exodus henomenon

Purpose- The Great Resignation, a profound labor market shift following the COVID-19 pandemic, has seen employees globally re-evaluate their work-life priorities. This paper presents a comprehensive review of the literature on this phenomenon, aiming to consolidate existing knowledge, identifying research gaps, and offer insights to various stakeholders. Methodology- A systematic literature search was conducted using defined keywords such as "Great Resignation," "workforce trends," and "remote work" across multidisciplinary databases Web of Science and Scopus. Publications spanning 12 categories, including refereed articles, conference papers, and reviews, were reviewed to distill the essence of existing research. Findings- The Great Resignation underlines a pivotal movement where work-life balance, health, safety, and job contentment surpass conventional job security. Contributing factors include blurred boundaries between professional and personal spheres due to remote work, health risks in the workplace, and a general rethinking of career choices following the pandemic. The increase in workloads and the stress of the global health crisis have accelerated burnout, making many seek healthier work environments. In addition, changes in cost of living and inflation have further fueled this trend. The phenomenon poses significant challenges for organizations, from talent retention to operational disruptions. Conclusion- Addressing the Great Resignation requires adaptive strategies from employers. The flexibility of work options, the prioritization of mental health, the availability of competitive compensation, and the maintenance of transparent communication emerge as essential. Governments, too, play a crucial role by ensuring policies that support worker rights, offer financial aid, and promote skill development. This review underscores the need for more empirical research to understand long-term impacts across various sectors and demographics and to develop effective retention strategies. The findings also provide a foundation for policymakers, business leaders, and academics to strategize and navigate the challenges and opportunities presented by the Great Resignation in the post-pandemic era. Future research directions include an in-depth exploration of sector-specific impacts, demographic variations, and long-term economic implications. Keywords: Great resignation, workforce, Boolean operators, motivation, turnover ntention, millennials JEL Codes: L22, M51, M54

Digital Echoes: Social Media’s Resonance in Brand Marketing

The paper will dive into the profound influence of social media platforms on brand marketing, casting light on crucial factors that shape contemporary consumer behavior. Recognizing the pervasiveness of social media platforms such as Weibo, Douyin, and Facebook, the research responds to the growing significance of these platforms in a variety of societal spheres. This topic was chosen due to the inextricable integration of social media into people’s lives, which influences academia, professions, and personal spheres. The research highlights the transformative potential of social media in brand marketing by conducting a comprehensive literature review. In the domain of brand perceptions, the research reveals a knowledge gap regarding the challenges posed by negative comments and crisis communication. Utilizing comparative analysis and case studies, the research shows that effective social media strategies increase consumer engagement, trust, and loyalty. Platforms such as TikTok and Instagram provide dynamic environments in which customized content and influencer collaborations can be strategically utilized. The study concludes by highlighting the significant marketing sector implications of this research. It emphasizes the significance of establishing genuine connections, customizing content, and overcoming obstacles to maximize the potential of social media platforms. In a competitive environment, brands can use these insights to plot a successful course.

Посттравматичне зростання в контексті організації волонтерської діяльності як екологічна особистісна потреба

The article is devoted to the study of the relationship between post-traumatic growth and the vitality of the individual in the context of the organization of volunteer activities according to the current ecological situation. The purpose of the article is the justification of post-traumatic growth in the context of the organization of volunteer activities as an environmental problem of personality formation in modern conditions. During the research, the following psychodiagnostic methods were used: the ‘Alexithymia Level Diagnosis (Toronto Aleximism Scale (TAS))’ method, ‘The Changes in Outlook Questionnaire’ (CiOQ) and ‘The Posttraumatic Growth Inventory’ (PTGI, Questionnaire of post-traumatic growth), which is applied in the context of the author's ideas about post-traumatic growth.The theoretical approaches to the peculiarities of the post-traumatic growth of volunteers in the context of the formation of their positive experience and preservation of health in the conditions of war are substantiated. It has been established that the preservation of psychosomatic health depends on personal, psychological, physiological and social indicators of vitality. Post-traumatic positive experience in the context of the formation of the volunteer's environmentalism testifies to the quality of interpersonal relations, the growth of sensitivity and closeness to the personal environment. Post-traumatic stress disorders in volunteers affect the personal sphere of relationships and cause destructive disorders in the sphere of communicative relations. There are differences between volunteer students of various specializations and psychology students in the field of sustainability indicators, but they are not significant enough in the organization of volunteer activities.