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  GEORGIA AS A BRAND: ANALYZING THE COUNTRY'S DIGITAL POSITIONING IN THE BLOGOSPHERE

  In the context of digital transformation, national brands have become a key tool for promoting small countries on the international stage. Digital platforms such as social media and messaging apps provide new channels for representing a country, shaping its image, and conducting cultural diplomacy. This study focuses on analyzing the blogosphere ... In the context of digital transformation, national brands have become a key tool for promoting small countries on the international stage. Digital platforms such as social media and messaging apps provide new channels for representing a country, shaping its image, and conducting cultural diplomacy. This study focuses on analyzing the blogosphere that forms the digital positioning of the "Georgia" brand across social media platforms. Particular attention is paid to the structure of popular blogs, content strategies, visual identity, and audience engagement. Based on quantitative and qualitative content analysis, the study identifies key branding practices and evaluates their effectiveness. The findings offer insights into how informal digital influencers (including bloggers and thematic communities) shape Georgia's image as a tourist, cultural, and investment destination.

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  ENDOWMENT FUNDING AS AN EFFECTIVE FORM OF EDUCATIONAL FUNDRAISING

  The purpose of this study is to structure the classic elements of educational fundraising and substantiate the endowment funding model as an effective form of educational fundraising. By structuring the classic elements of educational fundraising and identifying their specific features, we classified the actors of charity, types of educational ... The purpose of this study is to structure the classic elements of educational fundraising and substantiate the endowment funding model as an effective form of educational fundraising. By structuring the classic elements of educational fundraising and identifying their specific features, we classified the actors of charity, types of educational fundraising, and stages of a fundraising campaign. Structuring educational fundraising within the framework of financial inter�mediation models allows us to detail the specifics of the fundraising services market and its participants, as well as identify endowment funding as a key form of educational fundraising. Endowment funding has been identified as a key form of educational fundraising and is a common tool for attracting and effectively using donor funds for universities worldwide, allowing them to mitigate the volatility of revenue from core activities. In modern conditions, endowment funds represent a well-established and optimal tool in global practice for attracting additional resources to the field of education, simultaneously promoting the economic interest of employers in investing in education, allowing for increased funding through annual income received from the placement of public and private capital without the right to use the capital itself.

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  THE SCIENTIFIC INTEREST TO "E-MARKETPLACES" - A BIBLIOMETRIC STUDY

  Electronic commerce, e-trade platforms (e-marketplaces) and Internet have been growing parallelly and continuously in the last more than three decades. In our paper we conduct a bibliometric study on data from the Web of Science (WoS) database for the period 2000-2025 (730 sources with 19947 references and 11.63 average citations per document). ... Electronic commerce, e-trade platforms (e-marketplaces) and Internet have been growing parallelly and continuously in the last more than three decades. In our paper we conduct a bibliometric study on data from the Web of Science (WoS) database for the period 2000-2025 (730 sources with 19947 references and 11.63 average citations per document). Revealing the evolution of the notions about e-marketplaces over time, we observe a remarkable regularity of research matching the maturing of the market itself and Chinese authors having emerging and growing importance. Core topics in the research group around three areas - strategy, business aspects and organisation of commerce, covering both business and technical aspects of e-commerce.