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The omnichannel approach to forming marketing strategies for the development of the green competitiveness of enterprises is seen as a process for the inseparable interaction of marketing-mix elements that are aimed at promoting green competitiveness. This approach integrates traditional and digital marketing communication channels and provides consideration for stakeholder interests. The effectiveness of applying the omnichannel approach to the formation of marketing strategies to develop the green competitiveness of enterprises depends on a set of marketing communication channels, which, in various combinations, can increase or decrease the level of companies’ green competitiveness. For that purpose, this paper proposes a scientific approach to identifying the quality parameters of marketing communication channels, which involves testing the hypothesis that statistically significant relationships exist between their quality parameters and the levels of green competitiveness. The objects analyzed in the paper comprise large Ukrainian production companies that are part of the agro-industrial, mechanical engineering, and food industries, and that work in both the local and international markets. According to the results of the calculations, four relevant parameters were identified for determining the quality of the marketing communication channels: the speed of loading pages, the failure rate, image, and remarketing activities.

The intensification of ecological issues provokes to search for the appropriate mechanism and resources to solve them without declining the economic growth. This requires moving from resources oriented to green economic development. It could be realised through two goals: achieving macroeconomic stability – core driver of economic growth; declining environmental degradation and increasing efficiency of resources using – core requirements for green development. The paper aims to check the hypothesis on macroeconomic stability's impact on the green development of the countries. The object of investigation is European Union countries from 2000 to 2020. The study applied the following methods: the Global Malmquist-Luenberger productivity index – to estimate the green development of the countries; Macroeconomic Stabilisation Pentagon model – to estimate macroeconomic stability; Kernel density estimation and Tobit model – to check the macroeconomic stability impact on the green development of the countries. The empirical findings show that Malta from the ‘Green Group’ and Estonia from the ‘Yellow group’ have the highest value of green development, and Sweden and Greece have the highest value of macroeconomic stability. Besides, the findings allow confirming the research hypothesis. Thus, the growth of external dimensions of macroeconomic stability by 1 point led to the growth of green economic development by 0.085 (among ‘Green group’) and 0.195 (among ‘Yellow group’). It confirms that harmonising macroeconomic stability among all EU members allows for achieving the synergy effect.

Innovation is the engine and accelerator that drives high-quality economic and enterprise development. In recent years, the output of scientific and technological innovation in China has been high, but the phenomenon of low efficiency and low quality of innovation occurs frequently. In this study, first, technological innovation efficiency (TIE) was measured. Then, a dynamic evaluation and analysis of spatial-temporal characteristics of efficiency were performed. Lastly, the driving factors of innovation efficiency were explored. TIE was calculated dynamically in 30 provinces of China from 2011 to 2019 based on the improved super-efficiency SBM-DEA model. Then, the kernel density estimation method was adopted to analyse the spatial-temporal differentiation characteristics and dynamic evolution process of provincial efficiency. The findings confirm that from 2011 to 2019, the top five provinces for TIE in China were Beijing (1.0), Shanghai (0.96), Hainan (0.96), Jilin (0.94) and Tianjin (0.91). The provinces with lowest average efficiency were Qinghai (0.77), Ningxia (0.73) and Inner Mongolia (0.73). The significant differences in the level of technological innovation in different regions were caused by the long-term and in-depth implementation of the government’s strategy of revitalising science and driving innovation in parts of areas. The findings of kernel function confirm that the TIE in most parts of China was gradually polarised. Furthermore, the results show that for every 1 unit of government R&D funding support, the average marginal utility of the expected TIE will reach 0.192, which is more significant in the central and western regions. On this basis, combined with environmental factors of innovation market, infrastructure, financing and enterprise innovation potential, the article also extracts the driving factors that affect the differences in provincial efficiency. The findings provide a reference for guiding provinces to carry out innovation activities independently and improve innovation quality and efficiency.

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The development of the digital economy has become a new way to respond to the epidemic impact effectively. With the innovative breakthrough of information and communication technology, the digital and real economies are deeply integrated. The digital economy has become an important driving force for the transformation of economic momentum and development. Panel data from 31 provinces in China from 2010 to 2019 were selected for analysis. In the first stage, the study constructed the evaluation index system of digital economy development. Then, the quality development index of the digital economy is calculated by using the entropy method. Finally, the main factors of digital economy development are analysed by spatial measurement. The research results prove that: (1) the development of China’s digital economy in 2010–2019 has gradually increased; (2) the development of the digital economy has a positive correlation between regions and has a spatial spillover effect; (3) the level of economic development, urbanisation, government support, industrial structure, and the level of opening will promote the development of the digital economy.

The unexpected pandemic has provoked changes in all economic sectors worldwide. COVID-19 has had a direct and indirect effect on countries’ development. Thus, the pandemic limits the movements of labour forces among countries, restricting migrants’ remittances. In addition, it provokes the reorientation of consumer behaviour and changes in household expenditure. For developing countries, migrant remittances are one of the core drivers for improving household wellbeing. Therefore, the paper aims to analyse how the COVID-19 pandemic has affected household expenditure in Ukraine, as being representative of a developing country. For this purpose, the data series were compiled for 2010 to the second quarter of 2021. The data sources were as follows: Ministry of Finance of Ukraine, The World Bank, and the State Statistics Service of Ukraine. The core variables were as follows: migrants’ remittances and expenditure of households by the types. The following methods were applied to achieve the paper’s aims: the Dickey–Fuller Test Unit Root and the ARIMA model. The findings confirmed that COVID-19 has changed the structure of household expenditure in Ukraine. Considering the forecast of household expenditure until 2026, it was shown that due to changes in migrants’ remittances, household expenditure in all categories tends to increase. The forecasted findings concluded that household expenditure on transport had the most significant growth due to changing migrants’ remittances.

Combating climate change and mitigating its negative consequences requires enhancing awareness of sustainable development. It is believed the education sector is an excellent trigger for green transformations. In turn, since social media has become a fundamental part of people's everyday lives, they are considered to be an effective tool in engaging the broader audience to green problems. In this view, this paper aims to analyze the social media activity of world-leading green universities in gaining the university community's commitment to sustainable development principles. This study involved text mining, statistical, content, and sentiment analyses to achieve the study aim and answer the following research questions: 1) What is the social media performance of the green universities? 2) What is a difference in the social media parameters used by the green universities involving the academic community and stakeholders to account for environmental issues? The research objects are five top-ranked sustainable universities worldwide according to the UI GreenMetric World University Rankings in 2021 and Sumy State University (as the first Ukrainian university listed by the mentioned above ranking). The study period covers data as of May 10, 2022. The data was retrieved from the analyzed universities' social media sites (Twitter, Facebook, LinkedIn, YouTube, Instagram, etc.). The findings confirmed the research hypothesis that the social media activity of green universities could be a driving force in gaining sustainable development goals and promoting an eco-friendly lifestyle worldwide. Based on the obtained results, the authors provided some recommendations regarding strengthening the universities’ social media activity towards increasing the green awareness of netizens.