School of Management (capstones)

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https://er.auk.edu.ua/handle/234907866/3

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Browsing School of Management (capstones) by Subject "business"

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    STRATEGIC COMMUNICATION AND ITS EFFECTIVENESS: THE CASE OF UKRAINIAN BUSINESS ASSOCIATIONS
    (Manuscript, 2024) Turchak, Kostiantyn
    Business associations in Ukraine use strategic communication to bring together local and international businesses and to create more favorable business conditions. This paper examines the strategies and the effectiveness of the strategic communication used by the most prominent business associations in Ukraine. The data was collected for five business associations operating in Ukraine over the period of 6 months during 2023. The research findings indicate that the communication strategies certainly differ across the associations. The Board Association is the most effective when it comes to gathering reactions and its patterns of strategic communication are similar to those of the American Chamber of Commerce. Moreover, the Post with Image is the most effective post format to gather reactions from the audience.
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    THE ROLE OF SOCIAL MEDIA IN DEVELOPING INDUSTRY LEADERSHIP AND IMPROVING BUSINESS STRATEGIES IN THE B2B SEGMENT
    (Manuscript, 2025) Shapravska, Tetiana
    This study investigates the role of social media in fostering industry leadership and improving business strategies in the B2B segment in Ukraine. The object of the study is the social media and business strategies in the B2B segment in Ukraine. The research examines how platforms such as LinkedIn, Facebook, Instagram, Telegram, YouTube and X contribute to building corporate reputation, strengthening stakeholder relationships, and driving strategic innovation. Through a comprehensive methodology incorporating platform analysis, content analysis, and surveys of B2B communication professionals, the study explores the intersection of social media and business strategy. The findings reveal that social media serves as a critical tool for demonstrating thought leadership and industry expertise, enabling companies to position themselves as credible and innovative market leaders. Platforms allow businesses to engage directly with stakeholders, facilitating trust-building and transparent communication. Additionally, social media provides real-time insights into market trends and competitor strategies, supporting flexible decision-making and strategic adaptation. While many Ukrainian B2B companies leverage social media for opinion leadership and engagement, the potential to drive innovation and long-term partnerships remains underutilized. Challenges such as algorithms variability, content oversaturation and the need for high quality, consistent content emphasize the need for strategic, platform-specific approaches. The study also highlights the growing importance of corporate social responsibility and reputation management in the Ukrainian socio-political context, with social media playing a key role in these efforts.