Purpose of the article. The article considers key issues of digital advertising effectiveness, including the relationship between costs and profitability in the process of scaling advertising campaigns. The research methodology is comprised of a systematic method, comparative analysis, and theoretical methods (analytical-synthetic, classification, systematisation, and generalisation). Results. The article considers contemporary trends in the development of digital advertising in the context of scaling. The present study analyses the relationship between a decrease in ROAS (return on advertising costs), an increase in costs and an increase in net profit. It was determined that a decline in return on advertising spend (ROAS) when scaling advertising campaigns is a common occurrence. This is due to the fact that the efficacy of the campaign may be diminished due to market saturation and the necessity to expand the target audience. While attracting users who are less knowledgeable about the product or brand may be more costly, it is nevertheless essential in the context of scaling advertising campaigns. It has been demonstrated that an increase in advertising costs does not necessarily result in a proportional increase in profit from these advertising campaigns. The necessity for informed management decisions to optimise digital advertising is well-documented, and this process involves conducting campaign audits to identify new opportunities, personalising advertising communications and using A/B testing to determine the most effective combinations, and personalising advertising to find new target audience segments. Practical implications. The study demonstrates that scaling digital advertising is a pivotal stage for any business if costs are optimised to maintain a high level of profitability. Value/Originality. The article proposes an innovative approach to the effectiveness of advertising in terms of scaling, which takes into account the expansion of campaigns to new audience segments, the expansion of advertising channels and strategies, the modelling and forecasting of ROI (return on investment) and ROAS for each stage of scaling in order to predict a possible decrease in effectiveness and adjust the strategy over time. It also focuses on the value of the product for the client.
In leading countries around the world, sustainable driving (eco-driving) is used as a tool, method, or strategy for achieving environmental efficiency in transport and logistics. The development of the concept of eco-driving is driven by stricter environmental regulations at the national level and the need for companies to reduce energy consumption costs and comply with environmental requirements. The purpose of the article was to clarify the concept and idea of sustainable driving, the model of sustainable driving as a way to achieve environmental efficiency in logistics, taking into account the Ukrainian experience. The study uses general scientific methods of analysis and synthesis to combine qualitative and quantitative data that characterize trends in achieving environmental logistics efficiency as a result of integrating the sustainable driving model. The article clarifies the concept of sustainable driving as a tool for achieving fuel economy as a result of changes in driver behaviour on different types of routes, adjusting speed, choosing a route depending on weather conditions and other determinants of fuel use or behavioural determinants that ultimately affect the reduction of carbon emissions into the atmosphere. The study identifies the main concepts of sustainable driving: economic effects from reduced fuel consumption and fuel costs, social effects as a result of behavioural factors and changes in driver behaviour on routes, and additional environmental effects from reduced carbon emissions as a result of reduced fossil fuel consumption. Based on an analysis of Ukrainian practice, the main drivers and constraints for the development of eco-driving have been identified, which are related to the growth of the electric vehicle market as a result of rising fuel prices, improvements in the technical characteristics of electric vehicles, the low quality of the country's transport network, which requires the development of efficient logistics and route optimization, and the introduction of mandatory environmental standards for the registration of new cars. Ukrainian practice in achieving environmental efficiency in logistics demonstrates compliance with global trends in the implementation of the eco-driving model.
This article analyses the effectiveness of non-mass (niche) strategies in freight transportation, examining their potential as a tool to counter dumping and ensure the competitiveness of small and medium-sized enterprises (SMEs). The study aims to evaluate the potential of niche, client-oriented approaches in creating a distinctive value proposition that enables companies to avoid price competition and remain resilient in the face of market conditions. The research employs a comparative analysis of mass and non-mass strategies, as well as an empirical examination of case studies from companies that use specialised logistics models. Key performance indicators such as profitability margin, customer loyalty and operational resilience have been evaluated. The results show that non-mass strategies, such as geographic specialisation, service differentiation, personalised pricing and integration into clients' business processes, provide higher profit margins than mass models, which depend on the scale of operations. The study also demonstrates that operational flexibility enables businesses to adapt to market shocks, such as fluctuations in fuel prices or seasonal variations in demand. A practical analysis of case studies confirms that companies focusing on niche market segments can maintain profitability, even during periods of intense price competition. The research's practical value lies in offering strategic recommendations to small and medium freight operators, with the aim of reducing their dependence on price-based competition and increasing business sustainability. The proposed strategic matrix can be used to select the optimal positioning model according to the scale of operations and level of specialisation. The study's scientific novelty lies in the systematisation of principles for applying non-mass strategies in freight transport under dumping conditions, the development of a strategic positioning matrix that considers scale, specialisation and integration with client processes, and the proof of its effectiveness through real-world case analysis, which highlights the advantages of client-oriented approaches.
Trends in the development of the energy sector determine the dynamics of pricing policy in the energy market, the level of socio-economic stability and investment attractiveness of both the country as a whole and its individual regions. The study is devoted to the study of regional features of the potential of alternative energy in Ukraine and their impact on economic development. The methodological basis of the article is formed by a number of general theoretical principles, techniques and interdisciplinary methods of scientific research. The article considers the main regional aspects of the impact of the development of renewable energy sources on the socio-economic state of communities: decentralization of energy supply and growth of energy independence, creation of new jobs in the regions and stimulation of local business development, attraction of investments, improvement of environmental safety indicators and decarbonization. Potential challenges for regional economic development caused by the destruction of energy infrastructure during a full-scale war are noted, as well as other problematic aspects, including the need to modernize and expand electricity networks, large losses in electricity networks, problems with resource supply that may limit the development of certain types of alternative energy (for example, bioenergy). The study substantiates the need for the transfer of new technologies and the promotion of "green" initiatives within regional economic development strategies. The main regional advantages and limitations of energy production from various types of renewable energy sources (solar, wind, hydro- and bioenergy, tidal, geothermal energy) are highlighted. Optimization measures are proposed, including diversification of supplies, modernization of the energy system, and updating of legislation. It has been proven that stimulating the regional development of alternative energy in Ukraine will accelerate the overall economic growth of the state, promote investment, stimulate further regional decentralization of energy supply and the introduction of climate-neutral energy capacities.
The field of sustainability marketing has evolved into a more extensive discipline, and the marketing of green products in Indonesia is confronted with numerous challenges. The present study aims to test the influence of environmental awareness, the health content of organic food, and premium price on attitudes towards organic food and purchase intention. Purposive random sampling was utilised as the sampling technique, and the survey methods employed in this research design collected 288 samples, which were subsequently analysed using Structural Equation Modelling (SEM). The analysis revealed that participants' attitudes towards organic food were not influenced by their perceptions of the need to protect the environment. Conversely, their perspectives on green products, notably organic food, were found to be more profoundly influenced by their price perception of organic food. The purchase of lower-priced organic foods was observed to be more prevalent among respondents, irrespective of their level of awareness concerning contemporary environmental concerns. Furthermore, the nutrient content of the food (including vitamins, proteins, minerals and the absence of harmful components in organic food) influenced attitudes. The study found that respondents' intention to purchase organic food was influenced by their attitude towards the subject.
