More titles

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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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  MANAGEMENT OF PUBLIC�PRIVATE PARTNERSHIPS FOR SMART CITY PROJECTS

  The article focuses on the strategic aspects of the management of public�private partnerships (PPPs) in smart city projects. The global trend toward urbanization requires a transformation for which PPPs serve as a highly important instrument. Traditional management approaches prove insufficient due to the rapid dynamics of digital innovations. ... The article focuses on the strategic aspects of the management of public�private partnerships (PPPs) in smart city projects. The global trend toward urbanization requires a transformation for which PPPs serve as a highly important instrument. Traditional management approaches prove insufficient due to the rapid dynamics of digital innovations. The research objective of this study is to identify the defining dimensions of a future comprehensive manage�ment model integrating financial flexibility, technological incorporation, and digital citizen participation. The analysis explores financing models, the role of technological innovations, and mechanisms for citizen engagement through digital platforms. The main conclusion is that the success of PPPs depends on adapting to the full technology life cycle a