Publications

The authors aim to offer a probability approach for measuring media contribution to online conversions in e-commerce. The authors reviewed literature on attribution modelling with application of heuristics (Google Analytics) and probability (Markov chains) models. The survey used the data of customer journeys from 134132 users to build up the attribution model. As a result, Markov chains model minimizes the value of Direct online channel, and redistributes the value in favor of other traffic channels and gives a significant weight to the paid traffic. Markov chains model increases the importance of Display and Paid Search channels, which is not so noticeable in heuristic models. Findings of this study help marketers to apply Markov chains modeling in online advertising evaluation and budgeting. The authors proposed application of Markov chains attribution modelling in the e-commerce website. Other e-commerce companies might apply Markov chains attribution modeling in a similar way.

Rich data from social network sites (SNS) attracts the attention of psychologists and sociologists interested in interpersonal dynamics, friendship networks, and social capital. The presented study explores the effect of network structural features and psychological characteristics of SNS users on changes in their friendship networks. The data from the representative and diverse sample of 375 Russian Vkontakte SNS users from Vologda city was used. Two waves of network data collection allow us to estimate changes in the size of the friendship networks. Regression analysis reveals similarities in the factors responsible for the changes in networks for users who attract or reject friends. We discuss possible explanations of this phenomenon, as well as limitations of the study and further research directions.

Rapidly proliferating social media not only serve as a new channel of human communication but also open up research opportunities to ask a wider set of questions about political, sociological and psychological factors that influence interpersonal and group online communication, development and maintenance of personal networks, and the growth or decline of social capital. In this chapter, we discuss the research opportunities provided by the new surveys, observational and experimental data that may be obtained from a social networking site. For doing so, we refer to Russian-language social networking sites (SNS) or SNS segments, notably VKontakte as the most popular SNS in Russia. We demonstrate how the aforementioned types of data may or have already been used to address research tasks from a number of disciplines.

Companies might see imitation as easy strategy for growth. Many imitators, coming from emerging markets, suffer from lack of resources and original technologies. The authors suggested categorisation of imitations in two dimensions. First, imitators copy products, aesthetic, brands and business models of market leaders. Second, imitators copy innovations to different level from pure clones to creative imitations. This study aims to test if different types of imitations in Russian startups lead to varying market and financial results of these startups. The study used quantitative data collected from 76 Russian startups from 18 Russian cities through structured interview. For data analysis, the authors used multiple regression analysis. The findings of this study revealed that product clones lead to better performance than innovations in Russian startups.

Today universities become drivers of technology and business development all over the world. Besides fulfilling traditional tasks of creating new knowledge and competence, higher education institutions play a significant role in developing innovative ecosystems and entrepreneurship. In Russia, however, the interaction of universities and business is forming not as quickly as in developed economies. This article uses qualitative interviews and case analysis to identify and discuss the barriers to effective university-enterprise interaction in Russia. The research is based on expert interviews with representatives of universities and businesses, as well as on the case study of PJSC «LUKOIL» and HEIs interaction. The study showed that the development of university-enterprise interaction meets several barriers rooted in the mismatch of both sides’ expectations of each other. The results of the research also show promising directions for university-business cooperation in Russia.

The proposed case describes the difficult situation of the need to introduce organizational changes - safety culture - in the provincial production unit of the world's leading company Pasabahce-Russia - the Posuda plant. The complexity of introducing organizational changes is aggravated by the clan type of corporate culture characteristic of the enterprise, which is determined by traditionalism, patternism, centralization of management, directive communication style and reactive type of management, lack of a unified view of the situation from the top of the company.

Faced with the new realities of functioning in the context of the spread of the COVID-19 virus, Russian business has demonstrated various facets of adaptation to the current conditions. The lack of studied cases of business reaction to such conditions, the high speed (almost daily) changes in the environment, the confusion of society, the negative impact of the current crisis on the economy of all countries - all these were prerequisites for the need for scientific study of the formed phenomenon. The study is devoted to the analysis of practical patterns of behavior of entrepreneurs of medium and small businesses in the era of COVID-19 and to identify the strategies they used to adapt to a hostile business environment.

Background. Russia is a world leader in the number of women who are members of management bodies in the sport of top achievements. At the same time, the professional motivation of women engaged in boxing activities and its connection with psychological well-being were not a special subject of study. However, targeted management of staff motivation could help to increase their professional effectiveness, satisfaction with their performance in the professional sphere and, as a result, achieve sustainable psychological well-being.

Objective. To study the peculiarities of professional motivation of women who are employees of the Russian Boxing Federation (RBF), and its connection with psychological well-being.

Design. A survey was conducted of 39 women between the ages of 23 and 59 who hold positions in the FBF. For studying was used a Questionnaire of professional motivation of E. Desi and R. Ryan (in the adaptation of Osin E., Ivanovа T., Gordeevа T.), a Questionnaire of psychological well-being K. Riff (in the adaptation and modification L.V. Zhukovskaya, E.G. Troshikhina).

Results of the study made it possible to determine the attractiveness factors of activities in the FBF: "interest in activities," "opportunities for professional development" and "team" occupy a leading place. Internal professional motivation dominates, which is consistent with data on the attractiveness of the activities performed in the RBF due to interest in it, the possibility of personal development, a sense of psychological well-being from the process and the results of its activities. Positive correlation of autonomous professional motivation with psychological well-being has been established.

Conclusion. The data obtained made it possible to describe the peculiarities of professional motivation of women, who are employees of the Russian Boxing Federation, and its connection with psychological well-being. 

Keywords: professional motivation, self-determination theory, psychological well-being, boxing, woman in boxing

The authors of this article proceed from the fact that, as a result of the intensive development of digital  technologies, a digital society has formed an understanding of life, in which many habitual social practices have been  transformed into digital ones. In particular, digital technologies have contributed to the fact that communication on  personal, social and commercial issues has moved to a different, virtual level. However, in a number of areas, digital  communication causes problems and communication disruptions. For example, previous studies have highlighted  high levels of consumer dissatisfaction with companies using digital communication tools. Especially a lot of criticism  is caused by answerphones, recently widely popular and used increasingly by public and commercial institutions.  The article examines the new ways companies  use to deliver their message to an existing or potential customer, as  well as the quality and customer ratings of some of these solutions. In addition, the authors tried to identify factors  that influence consumer satisfaction w hen communicating with companies in the digital environment. The main  research methods are analysis of previous projects results, interviews and online survey. The article is based on the  results of the research conducted in the city of Nizhny Novgorod. The city residents expectations for the automated  communication system used in the modern world between the user and the service provider in case when com- munication is initiated by the consumer to solve  his problems were studied on the example of telecommunications  companies. These expectations were divided into six groups, and a comparative quantitative assessment of con - sumer expectations and the actual quality of communication was made. A low  level of satisfaction with new ways  of communication between companies and consumers was detected, and factors influencing consumer attitudes  were identified. In general, the study showed that the formed factors determine the priority directions of transfor - mation of the communication practices of companies and are the basis for the balance of technologies and human  resources at the enterprise.

Instagram is one of the most popular online platforms among Russian users. When choosing products and services, consumers ask their friends for recommendations. Advertising posts with friendly recommendations from opinion leaders on Instagram have an impact on the purchase decision. Based on an empirical study of food service market in St. Petersburg, the authors found that the engagement rate in an advertising post is lower for big opinion leaders than for small ones; the average cost per thousand (ad reach) is lower for big opinion leaders and lifestyle bloggers.

     The purpose of this textbook is to consider within the framework of the main topics studied in the course "Marketing Research", approaches, methods and tools that lead to the successful conduct of market research and analysis of the obtained data. When studying such a subject as "Marketing Research", it is necessary to familiarize yourself with the basic terms, approaches to conducting research, methods of data collection, methods of calculating and filling in the sample, tools for data collection and analysis.

     To ensure that the subject of "Marketing Research" does not remain a formal theory for the reader, the textbook provides practical examples of research activities that reflect the use of certain research tools in practice.

     At the same time, the authors take into account that the main research concepts remain almost unchanged, but there are areas of market research that are undergoing changes. In this regard, along with the consideration of traditional approaches to conducting market research with their methods and tools, the textbook is supplemented with material on the use of digital technologies in research activities, which reflects the large-scale development of the digital sector of the economy.

The article systematizes the problems of the Russian public procurement system associated with the illegal actions of its participants. Despite the constant reform of the public procurement sector, it is still prone to fraud and corruption. Participants' dishonest behavior is especially evident in the crisis situation associated with the COVID-19 pandemic. After overcoming the consequences of the pandemic, the situation will be improved by strengthening public control by citizens and civil society institutions.

The monograph compares the basic resources of working men and women based on the RLMS-HSE data of the 27th wave. The qualification, information/innovation, economic and social resources, health resources, and time resources considered. Concluded that women keep a higher level of qualification and information/innovation resources. The social resource is near to the same level for both sexes. It is difficult to conclude any dramatic gender differentiation in terms of a health resource and a time resource. Men have a higher level of economic (financial) resources. It is of interest to sociologists, economists, and everyone interested in the issues of resource availability of the population and gender inequality.

Objective. Estimating the prevalence of violence among children born in Russia in the 1980s, in the early 1990s and in the late 1990s using a retrospective youth survey.

Background. Assessing the prevalence of a child abuse is an unresolved scientific and methodological problem. There are disagreements in approaches to assess the prevalence of violence, in interpreting the results. However, the main problem is the problem of reliable measuring instruments. Many studies show a wide variability in estimating prevalence and even in compared parameters; even greater discrepancies arise when it comes to identifying the factors and consequences of child abuse. Such a wide variability of estimation is associated with the insufficient quality of the measuring instruments and research procedures themselves.

Study design. The sampling analyzed data on the prevalence of violence among “post-Soviet children”, “children of the 90s” and “children of the 21st century”. The presence and nature of the relationship was checked using methods of mathematical statistics (correlation analysis and analysis of the significance of differences).

Participants. The study sample consisted of 537 people aged 18 to 24 years (M = 20.23, SD = 1.84) living in the Russian Federation. The 2006 sample of respondents included 144 people (25.7% of boys, 74.3% of girls), 2012 - 203 people (36.4% of boys, 63.6% of girls), 2018 - 190 people (35, 7% of boys, 64.3% of girls).

Measurements. International Questionnaire ICAST-R (ICAST - Retrospective) (adapted by E.N. Volkova, O.M. Isaeva).

Results. A comparative analysis of the prevalence of violence among “children of the 21st century”, “post-Soviet children” and “children of the 90s” showed that there is more similarity between these groups than differences in the severity of types, forms of violence and their frequency of occurrence (with the exception of cases of sexual violence , the percentage of cases of which is significantly reduced from the 2006 study to the 2018th year).

 Conclusions. A retrospective survey of young people using ICAST - R allows you to assess the prevalence of violence among children, as well as the state of the child protection system from violence and the content of public perceptions regarding child abuse.

Objective of the article is  to study the features of psychological well-being and its impact on the readiness of university professors for organizational changes. The study involved 101 university professors (12.9% of men, 87.1% of women) in the field of management, economics, psychology, law from Russian Federation. The age of respondents is  22-62 years.«Readiness for organizational changes»  (D. Holt), «Psychological well-being» (K. Riff), author's questionnaire for studying the attitude of University  professors to implementation of organizational changes. The results of the study show a high level of awareness of professors of the upcoming changes: 92% of respondents understand the content and essence of the changes. The attitude towards change is rather negative (80.2% of professors have a negative attitude). About a third of teachers (28.7%) do not want to participate and support innovations, and 27.7% take a neutral position on this issue. At the same time, the level of own knowledge for the introduction of innovations is assessed by teachers as more than sufficient (only 7.9-12.9% are not confident in their abilities to provide innovations). Personal attitude to innovations directly depends on the level of psychological well-being of the professors. The study showed a link between the level of psychological well-being and the readiness for organizational change. The level of psychological well-being can act as a predictor of the readiness for innovation.