The object of research is the purchasing behavior of consumers of cultural products. The aim of the study is to determine the model of consumer decision-making about the purchase of cultural products, taking into account the emotional component under the conditions of development of information and communication technologies. It has been established that macroeconomic factors in the formation of marketing of cultural industries are characterized by a number of features, among which the development of information and communication technologies is key. Making a consumer decision regarding a cultural product depends on its economic and cultural values but is determined by its emotional value. The proposed model of influence of emotional value makes it possible to determine the likelihood of a positive consumer decision in relation to a particular cultural product or brand. Evaluation of the impact of the spread of information and communication technologies on the consumption of cultural products proved the existence of a link between the number of Internet subscribers and household spending on culture and recreation. However, most cultural products consumed via the Internet or television are free or obtained free of charge from unofficial sources (the so-called "pirated" content). It was found that half of consumers do not attend cultural events at all due to lack of funds, time, or remoteness of the event. At the same time, the main channels and sources of information of consumers of cultural products are the Internet and television. It has been established that emotional marketing realizes itself as fully as possible through a loop-like model of bringing commercially important information to the final consumer of cultural products. In this process, digital marketing technologies, especially digital platforms, play a key role as a tool. The practical significance is in the possibilities of applying the data obtained in the process of developing marketing programs for subjects of cultural industries.
The article is devoted to one of the most dynamic sectors of the world economic system - to the sector of cultural and creative industries and to the issue of modeling its economic development public policy. One of the current trends today is intensifycation of the transformation process of the subsidized cultural sector into a dynamic business environment through a combination social services and market mechanisms. The creative economy has the potential to support developing countries in diversifying production, exports and providing sustainable development. In a context pandemic COVID-19, the sector has suffered significant losses and today needs comprehensive support. The question of applying a strategic approach to the state policy of CCI economic development, which involves determining its main directions, has become acute. The system approach in modeling process can ensure the successful implementation of an such policy in practice. In the article are identificated strategic directions for the state policy of CCI economic development in Ukraine using the method of modeling, to ensure the holistic development of the sector, taking into account the specific risks in the absence of such a policy. The main method in the article is the method of modeling, as well as used of strategic and systematic approaches for studing and analysis of the public policy specifics in the field of cultural economy in such countries as Ukraine. In the article is presents the developed model of the economic development state policy of the CCI, which consists of the main directions, its main elements, as well as a group of management decisions aimed at the development of the sector. The modeling process is based on taking into account the possible risks of the lack of a holistic approach in the implementation of public policy in the Ukrainian CCI sector. The proposed model with the main directions and elements, further focused on the separation of subsectors in the CCI sector and the development of legislative support for their functioning, establishing intersectoral cooperation, the relationship of their development strategies, taking into account and minimizing risks associated with lack of policy in the field of culture, as well as creates the preconditions for the use of economic and mathematical apparatus to substantiate forecasts and prospects for adaptation of management decisions to the changing internal and external environment.
В актуальних документах щодо регулювання соціально-економічної політики України підвищену увагу приділено питанню створення продукції з високою доданою вартістю, зокрема підтримці сектору креативних індустрій. Економічна природа створеної або доданої вартості є принциповим питанням, що визначає характер соціально-економічних відносин у суспільстві та відображається у характері відносин власності. Потребує уваги дослідження механізмів формування доданої вартості в креативному секторі, оскільки це дасть змогу обґрунтувати та сформувати цілісну та системну політику підтримки сектору. У статті представлено узагальнений механізм формування доданої вартості культурного та креативного продукту, а також функціональну структуру культурної індустрії під час створення доданої вартості. Основними джерелами формування доданої вартості культурного або креативного продукту стають творча праця, нематеріальні активи виробника та потенційно висока норма прибутку.
Culture is seen as an additional resource for increasing labor productivity and the efficiency of state institutions. The main objective of the article is to develop methodological foundations for the study of culture as a factor in economic processes. The issue of the role of social and cultural norms in the behavior of economic agents and the overall functioning of the economic system is not new. The study of non-economic factors in economic processes has become a hallmark of representatives of institutionalism. The concept of behavioral economics has gained considerable popularity in the last decade. Public cooperation on the basis of patching and harmonization of personal (including economic) interests of economic individuals according to certain property rights, rules of interaction determines the processes of both household management and economic activity in general. Culture begins to take shape at the stage of individual life as a materialized result of labor, but its development acquires exceptional conditions of social interaction. Socio-cultural environment is a basic element of a social system that unites its members in time and space and explains the expediency of interaction, the principles of coexistence, establishes the rules for coordinating interests between members of one society and with representatives of other cultural traditions. All this will manifest itself in the social and institutional structure of society, the operation of formal institutions, the principles of exchange, the distribution and redistribution of property and sources of wealth, the definition of value, the prestige of work, and the structure of the division of labor. Culture acts as a prerequisite, a management tool and a result of socio-economic development. In the context of a competitive struggle for well-being, culture (as a system of values) without a proper material and technical basis turns into one of the factors of superiority, but not the key one. Without proper material support, the development of culture is impossible. The study of economic processes in the context of socio-cultural processes is fully consistent with the principles of the civilizational paradigm and interdisciplinary approach. Rejection of the analysis of non-economic factors significantly limits economic analysis. The unity of socio-cultural and economic is inherent in the very nature of the science of economic activity.
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