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Introduction. The discussion of the shaping of a digital image of university faculty member is driven by the need for effective educational interaction between students and faculty in the context of digitalization. However, there are practically no studies of the faculty’s image as a system, as well as technologies for modeling the faculty’s digital image. The objective of this study is to model faculty’s digital image for purposes of decision-making in the process of managing digital image in educational interactions. Materials and Methods. Secondary data were received through methods of content analysis and systemic and structural-functional evaluation of information. Primary data were obtained through comparative marketing study of faculty’s digital image on a sample of 400 students and 92 faculty members of a Moscow-based and a regional university and through an expert survey. Methods of multivariate scaling and analysis of statistically significant differences were also applied. Results. Novelty of the study lies in incorporating basic and instrumental core components in the model of university faculty’s digital image due to a dual role of “digital competence” element. The image modeling technique is also developed. It is noticed that faculty’s digital competence is not only an element in the structure of faculty’s image, but also a tool that transmits the image to external environment. Based on results of the study, recommendations on implementation of technique of faculty member’s digital image modeling are proposed. Revealed differences in opinions of students and faculty of two universities can be attributed to unequal access to digital technologies in different regions. Discussion and Conclusion. Conclusions made by authors contribute to development of scientific thought on shaping and promotion of university faculty’s digital image. Results of the comparative study will enable the Moscow-based and regional universities faculty to differentiate and precisely approach issues of shaping and promoting personal digital image.
Introduction. The discussion of the shaping of a digital image of university faculty member is driven by the need for effective educational interaction between students and faculty in the context of digitalization. However, there are practically no studies of the faculty’s image as a system, as well as technologies for modeling the faculty’s digital image. The objective of this study is to model faculty’s digital image for purposes of decision-making in the process of managing digital image in educational interactions. Materials and Methods. Secondary data were received through methods of content analysis and systemic and structural-functional evaluation of information. Primary data were obtained through comparative marketing study of faculty’s digital image on a sample of 400 students and 92 faculty members of a Moscow-based and a regional university and through an expert survey. Methods of multivariate scaling and analysis of statistically significant differences were also applied. Results. Novelty of the study lies in incorporating basic and instrumental core components in the model of university faculty’s digital image due to a dual role of “digital competence” element. The image modeling technique is also developed. It is noticed that faculty’s digital competence is not only an element in the structure of faculty’s image, but also a tool that transmits the image to external environment. Based on results of the study, recommendations on implementation of technique of faculty member’s digital image modeling are proposed. Revealed differences in opinions of students and faculty of two universities can be attributed to unequal access to digital technologies in different regions. Discussion and Conclusion. Conclusions made by authors contribute to development of scientific thought on shaping and promotion of university faculty’s digital image. Results of the comparative study will enable the Moscow-based and regional universities faculty to differentiate and precisely approach issues of shaping and promoting personal digital image.
National economy digitalization is a powerful economic growth engine and one of the key areas for developing and maintaining the competitiveness of the state. Digital economy potential lies in accelerating the pace of economic development of enterprises, industries, regions and countries, and in improving in living standards. Under the conditions of digitalization, a tool for assessing the pace of economic system development at the country, region, industry and enterprise level becomes a source of competitive advantages. Therefore, the relevance of the study is evident. The purpose of the study is to develop tools for studying digital development rates at country and region level. The database of the study was represented by the proceeding of well-known foreign and Russian scientists and statistical data on the main indices of the US and Chinese stock markets. The methodological base was represented by the ISPI (Information System Portfolio Investor) digital model. The effectiveness of the obtained results was verified using the PRM (Profitability-Risk model) tool. The result of the study was an analysis of digital development rates at the country level by the case of the United States and China. The analysis was based on the calculation of the main parameters of the portfolio theory: expected return, risk level, return-to-risk ratio. Scatterplots were constructed for the main US and Chinese stock market indices based on the fitted data. They show the mutual distribution of groups of main indices and allow to determine the most promising areas for investment, including digital development. The findings confirm the possibility of using the proposed tools to determine the most attractive sectors for investment in the world stock markets and countries, and/or countries and regions that need investment for their development, including digital one. The introduction of the proposed tools into practice at the enterprise, industry, region and country level will contribute to the further development of the digitalization in all aspects of society at the enterprise, industry, region and country level.
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