Aim. The presented study aims to systematize the opportunities and limitations of using social networks for the development of society.

Tasks. The authors examine the effects of social networks across various spheres of public life (social, political, economic, cultural); identify significant parameters characterizing the impact of social networks in the major spheres of public life; formulate provisions on the opportunities and limitations when using social networks for social interactions.

Methods. The examination of the opportunities and limitations of using social networks in society is based on the review of scientific works, methods of analysis, comparison, and generalization.

Results. The analysis shows that social networks have both positive and negative effects across all spheres of public life. The positive effect of social networks is shaped by the following potential opportunities: expansion of the boundaries of communication between individuals, development of democratic mechanisms, interaction between politicians and the electorate, formation of business ecosystems, knowledge generation and social capital formation chains, access to cultural heritage and works of art, promotion of cultural values. However, social networks also have significant limitations, including manipulative influence on individuals, misinformation, simplified and mosaic thinking, formation of protest movements, displacement of national cultures, among others, which can lead to the formation of reverse negative effects, destabilizing development and social order.

Conclusions. The rapid spread of social networks across all spheres of public life has revealed many threats to public security. The authors believe that further development of social networks is associated with the need to form a strategic approach to their development on the part of the government, the business, and the population. Therefore, it is important to determine the limits to which the institution of social networks affects public relations and to comprehensively analyze the institutions of social networks.

Aim. The aim of this paper is to study and develop theoretical and methodological basis for understanding the phenomenon of the “project” and its role in the implementation of entrepreneurial activity in the 21^st century.

Tasks. The main objective of this paper is to conceptualize the category of the “project” in the modern entrepreneurial paradigm. The widespread dissemination of this concept indicates that in the 21^st century, the content side of entrepreneurial activity is gradually changing towards its humanization, showing a shift from exclusively economic goals towards ethical and aesthetic motives.

Methods. The methodological basis of the paper is a transdisciplinary attitude that combines the philosophical and ethical provisions of the theory of synergy, metaethics, semantic theories that underpin the scientific research in the field of entrepreneurship theory. It also provides a synthesis of the methodology of individualism and holism, which allows expanding the development of the entrepreneurship theory according to the intersubjective nature of economic reality and the endogenous growth theory.

Results. Today’s interpretation of the concept of the “project” is gradually acquiring a different meaning. Increasingly, there is a tendency to use this word in connection to socially significant problems from an educational project to a charitable project. The category of the “project” implies the connection between the public good and the private need.
Such a shift in emphasis indicates that there is a universal need for understanding entrepreneurship as a useful activity of great social significance. The task of the theory of entrepreneurship is to create a symbolic system of the modern entrepreneurial paradigm, based on the humanism principles, responsibility, biophilia, and education, implying the awareness of market participants about the potential impact of their actions on the entire eco-system.

Conclusions. We consider the restrictions in response to anthropogenic human activities as a source of new entrepreneurial opportunities and as an integral positive element of the modern economy. In this basis, the restrictions provide freedom to innovative actions that will help to maintain the environment while eliminating environmental threats. However, the change cannot happen without adequate information flows, appropriate regulations, and viable market institutions. The modern world can be characterized as a world of uncertainties; therefore there is a constant transition from one environmental crisis to another. Each environmental crisis is an unintended consequence of previous economic innovations and can be resolved with new ones. While governments will develop regulatory frameworks that stimulate environmental protection and regeneration, they cannot act as quickly as entrepreneurs who can implement innovations and stimulate corresponding creative destruction. Governments’ capacity is limited and their speed of response is slow due to their need to meet the interests of different groups; entrepreneurs destroy such interests. Modern technological possibilities multiply the choice and, consequently, the freedom. As practice shows, no legislative restrictions can hold back a “civilizational” development for a long time, and this necessitates an awareness of responsibility.
Therefore, we consider the development of the ethical foundations of entrepreneurial activity as the most promising investment. In the light of this, one should abandon the established use of the entrepreneurship concept, put a new essence into it, and develop new categories that would correspond to the content side of entrepreneurial activity.

Aim. The presented study aims to determine the reaction of Chinese consumers to the use of e-commerce and neuromarketing tools during the coronavirus pandemic and to develop guidelines for e-commerce companies regarding the use of neuromarketing tools in the post-pandemic period.

Tasks. The authors assess the awareness and attitude of respondents as consumers (individuals) regarding e-commerce tools in the People’s Republic of China (PRC); assess the attitude of respondents as consumers (individuals) to neuromarketing tools in e-commerce in the PRC during the pandemic; develop guidelines for improving the neuromarketing methodology in the PRC in the post-pandemic period.

Methods. The authors test several hypotheses using statistical analysis. The hypotheses are tested in practice on the basis of a survey (using handouts and online questionnaires) of individuals. The attitude of Chinese citizens to the use of e-commerce tools is examined. The respondents are asked questions with one answer, multiple answers, and Likert scale questions. Data is processed using IBM SPSS Statistics 26 software and statistical methods, such as frequency analysis, contrast of means, and a number of others.

Results. The opinion of Chinese consumers on the practice of using neurotechnologies in e-commerce is comprehensively assessed. The study analyzes the awareness of Chinese consumers regarding neurotechnologies and their own consumer behavior, showing their attitude to the use of neurotechnologies in e-commerce in the context of the pandemic.

Conclusions. First, the COVID-19 pandemic has not significantly affected the overall income and spending of Chinese citizens. Only one-third of the Chinese population has increased their use of e-commerce platforms to make online purchases. Second, the pandemic has changed the consumption patterns of the Chinese population, making them more open to online shopping. Third, the average time of browsing products and making purchasing decisions on e-commerce platforms for Chinese residents did not change significantly during the pandemic. Fourth, while some Chinese consumers had a negative experience using e-commerce platforms during the pandemic, they used them more often than usual and will make more online purchases in the post-pandemic era. Fifth, when making online purchases, Chinese consumers always pay attention primarily to the quality and price of goods rather than other factors.

Aim. The presented study aims to theoretically substantiate the peculiarities of human capital formation and its implementation in the labor market as a factor of regional growth.

Tasks. The authors consider, systematize, and analyze the problem of human capital formation and regulation in the context of digitalization, its social consequences for the labor market.

Methods. The methodological framework of the study includes systematic and graph analytical methods of analysis, which make it possible to take a scientifically grounded approach to the development of recommendations for the efficient implementation of human capital in the regional labor market with the goal of achieving full employment.

Results. Trends in the regional labor market and structural changes in the workforce are analyzed, the components of the human development index of the Sughd region are analyzed in detail. This index reflects the ongoing processes, determining their dynamic and structural characteristics. The dynamics of regional budget expenditures on the development of human capital are examined. It is established that an inconsistent economic policy leads to a structural mismatch between supply and demand in the system of training and employment of qualified personnel, which has a negative impact on the outcome indicators of the regional economy.

Conclusions. The results of this study can serve as a basis for the development of strategic plans for regional development and state regulation of the country’s labor market.

Aim. The presented study aims to substantiate the concept and essence of the digital potential of a cluster in the context of a systemically important innovation-active industrial cluster, also outlining its structure, assessment stages and methods.

Tasks. The authors analyze how the definitions of “cluster” and “industrial cluster” are used in science and formulate the concept and essence of a systemically important innovation-active industrial cluster; substantiate the concept of the “digital potential of a cluster” and propose its structure in the context of a systemically important innovation-active industrial cluster; identify stages in the assessment of the digital potential of a systemically important innovation-active industrial cluster, which can be universal and applied to different types of clusters; propose methods and develop a methodology for assessing the digital potential of a systemically important innovation-active industrial cluster.

Methods. The study uses the methods of analysis, synthesis, mathematical statistics, expert methods, analysis of primary and secondary data, works of Russian and foreign authors.

Results. The process of using the definitions of “cluster” and “industrial cluster” in science is analyzed, the concept of a systemically important innovation-active industrial cluster is formulated, and its essence is determined. The stages and methods of assessing the digital potential of a systemically important innovation-active industrial cluster are developed, which are universal and can be used for different types of clusters, including regional, innovative, and industrial clusters.

Conclusions. The study develops the stages, methods, and methodology for assessing the digital potential of a systemically important innovation-active industrial cluster in the digital economy, which can facilitate the improvement of the scientific and methodological apparatus of cluster development.

Aim. The presented study aims to identify opportunities for maintaining the organizational efficiency of companies during a pandemic.

Tasks. The authors analyze organizational changes occurring during a pandemic and their impact on organizational efficiency; find ways to compensate for the loss of efficiency under new conditions using approaches based on communication management.

Methods. The study is conducted by analyzing available sources and modeling the behavior of organizational structures using multi-agent models and an original methodology for evaluating organizational efficiency.

Results. The authors have identified one of the sources of negative impact of organizational restructuring during a pandemic on organizational efficiency associated with a decrease in communication supply. The ways of compensating for this impact by including verified communicators in the organizational structure are considered. The positive impact of such innovation on organizational efficiency is shown, and the ways to achieve the maximum effectiveness of this measure are determined for organizations with different levels of individual employee efficiency or different intensity of changes in the external environment.

Conclusions. The negative impact of reduced information supply on organizational efficiency during a pandemic can be successfully compensated through organizational restructuring associated with the introduction of verified communicators in the organizational structure.

Aim. The presented study aims to identify stages in the life cycle of a cultural heritage site (hereinafter — CHS) and determine the specific aspects of calculating the estimated cost of restoration and renovation works depending on the stage of the CHS life cycle.

Tasks. The authors analyze regulations and guidance documents establishing the procedure for calculating the cost of work performed on a CHS during its entire existence; examine major stages in the real estate life cycle; develop a CHS life cycle model, outlining the main stages of its existence; determine the relationships between the real estate management system and the cost management system for CHS preservation.

Methods. The theoretical and methodological basis of the study includes the provisions of the theory of management, cost engineering, pricing in construction, scientific works and practical results of Russian experts on the subject.

Results. The main stages of the CHS life cycle and the relationships between them are identified. The stages of real estate and CHS life cycle are compared.

Conclusions. Based on the results of the study, the stages of the CHS life cycle are identified and characterized. The obtained results make it possible to optimize approaches to cost justification during restoration works aimed at CHS preservation with allowance for the stages of its life cycle.

Aim. The presented study aims to describe the process of involving the target audience of nonprofit organizations in communication in social networks from the perspective of modern marketing goals.

Tasks. The author conceptualizes the notions of “involvement” and “engagement” as mechanisms of marketing communications; determines the range of methods and tools used by non-profit organizations in their marketing practices to enhance the engagement of the target audience in communication in social networks; assesses the degree of engagement of the target audience of nonprofit organizations (NPOs) in social networks in the context of industry-specific features and the NPO’s location in order to analyze efforts aimed at involving the audience in communication in social networks through the example of non-profit organizations in the city of Perm.

Methods. In modern marketing theory, the shift of the marketing paradigm towards continuous interaction between companies and customers at each stage of their contact with the organization appears imminent. It becomes necessary to maintain a certain level of customer engagement in communication as a cognitive and behavioral construct of the communication process. In this regard, the methodological basis of the study is determined by cognitive and behavioral approaches as key theoretical constructs in the representation of the phenomenon of involvement of the target audience in the communication process.

Results. Marketing tools for involving the target audience of non-profit organizations in communication in social networks at each stage of the customer journey are identified; the degree of involvement of the target audience in communication with Perm’s socially oriented non-profit organizations (SO NPOs) in such social networks as VKontakte and Instagram is characterized from the perspective of consolidating the scientific view on the specifics of marketing goals for promoting organizations in the non-profit sector. The author substantiates the need for a systematic diagnosis of the conditions that determine the degree of the audience’s engagement in communication in social networks from the perspective of marketing goals for attracting public attention to the activities of civil institutions.

Conclusions. The features of communication with the target audience on social network platforms in the marketing practice of promotion are identified with allowance for the industry-specific features of non-governmental non-profit organizations and their location. It is established that higher engagement of the target audience in communication in social networks is characterized by consistency in information placement; broad coverage of the community audience in a social network, which is estimated by the number of subscribers; posts being viewed by a great number of people, far exceeding the number of subscribers; many likes on community posts; presence of comments and reposts; a link from the social network to the official website of the SO NPO; attraction and use of user content in the community; horizontal connections within the community, networking.

Aim. The presented study aims to assess the impact of structural shifts on the system of higher professional education as a crucial tool that forms the backbone and workforce of the country.

Tasks. The authors determine the role and significance of factors causing current structural changes in education; analyze the problems of the modern digital generation; evaluate the possibility and necessity of using artificial intelligence and neural networks in modern education; assess the impact of the digitalization of society on the educational process.

Methods. This study uses general scientific analytical methods based on the systems approach to analyze and determine the relationship between changes in the educational system and global trends of the digitalization and informatization of society.

Results. The study shows that digitalization and increased digital interaction have led to structural shifts in society, which in turn caused a number of diverging consequences.

Conclusions. The educational system is the basic foundation for the formation of the country’s qualified workforce capacity in the future, and its objective is to meet modern trends.

Aim. The presented study aims to analyze the current state of the Russian tourism industry in times of crisis.

Tasks. The author identifies systemic contradictions in the development of Russian tourism; determines factors affecting the tourism sector; formulates the problems of tourism development during the crisis; proposes ways out of the crisis for Russian tourism.

Methods. Over the course of the study, the author uses general scientific methods of cognition, such as comparison, deduction and induction, analysis, generalization and systematization.

Results. The identified systemic contradictions in the development of Russian tourism and factors affecting the development of tourism in the Russian Federation allow the author to formulate the problems hindering the development of Russian tourism, such as underdeveloped infrastructure, lack of consideration for the environmental burden on tourist attractions, low innovative activity in the tourism sector, low recognition of Russian tourist brands in foreign markets and domestically, inefficient tourism management system at the national and municipal level, poor training of personnel in the field of tourism, lack of social tourism, insufficient government support under crisis conditions. That said, the solution to each problem is of nationwide significance.

Conclusions. Today, Russia has great potential for the development of both domestic and inbound tourism. However, the reality of the economy and international relations, especially during a crisis, leads to Russia’s tourist potential being largely unfulfilled amid strong competition from the foreign tourism market. The proposed solutions to the problems of domestic tourism outlined in the study make it possible to facilitate the development of the tourism sector and enhance competitive potential.

Aim. The presented study aims to examine international experience and current domestic practices to develop scientifically grounded proposals for Russia’s transition towards a post-industrial economic system based on the integration between the real sector and the high-tech services sector in the context of globalization.

Tasks. The authors analyze the classical foundations of the post-industrial economic system and develop a mechanism for its formation under modern conditions; determine the key characteristics of the real sector and characterize its relationship with the financial sector and the services sector in the process of building and developing a post-industrial economic system; identify the fundamental problems that hinder Russia’s transition towards a post-industrial economic system; identify the key elements of the modernization of the national economic policy aimed at strengthening innovation susceptibility and transparency, which is an essential prerequisite for the transition towards a postindustrial economic system; justify the need for the formation of a high-tech real sector and its integration with the high-tech services sector within the framework of a systemic production process.

Methods. This study critically analyzes the classical concepts of a post-industrial economic system that determines the behavior of economic entities at various levels as well as existing views on the mechanism of its construction. Analytical tools are used to propose a modification of the fundamentals of the transition towards a post-industrial economic system in the context of global competition and economic instability. The related directions of changes in the national economic policy are substantiated and their target function is determined.

Results. The study, which is aimed at building a post-industrial economic system, shows the increasing role of the high-tech real sector and its relationship with the high-tech services sector. This allowed the authors to justify the necessity of forming a single conceptual model of the systemic production process that would unite all high-tech sectors of the economy, with the predominant development of the real sector. The implementation of such a model will ensure Russia’s transition towards a post-industrial economic system, taking into account the opportunities and risks introduced by globalization.

Conclusions. The prospects for the post-industrial development of the Russian economy and the regulatory role of the government as the manager of post-industrial development on the basis of the increasing role of the real sector are determined.

Aim. The presented study aims to develop an organizational and economic mechanism for designing a shipbuilding cluster.

Tasks. The author examines legal documents regulating the formation and development of industrial clusters in the Russian Federation, identifies opportunities for designing a shipbuilding cluster in the Republic of Crimea, and provides a comprehensive algorithm for the cluster’s creation.

Methods. The author develops an algorithm for the formation of an industrial cluster in the context of the shipbuilding industry. The study uses the methods of structural, functional, and normative analysis as well as organizational design.

Results. The developed algorithm for creating an industrial cluster defines the logical sequence of stages in its formation, making it possible to develop a comprehensive approach to the organization of designing a shipbuilding cluster in the Republic of Crimea. The formation and development of a shipbuilding cluster require each potential participant to make an independent decision about joining the cluster; implementation of joint projects by economic subjects on mutually beneficial terms while maintaining competitive relations; stimulation of innovation and promotion of goods, works, and services; interaction with educational and research institutions; development of technological and industrial infrastructure. Cluster-based interaction helps to activate the stages of specialization and cooperation, attract customers and suppliers, reduce the unit cost of completed orders and technical services. Implementation of the cluster approach in the shipbuilding industry involves examining a separate industry in relation to related industries.

Conclusions. The essence of the organizational and economic mechanism for designing a cluster in the shipbuilding industry in the Republic of Crimea is characterized by the specific localization of business structures. The cluster is aimed at enhancing the competitiveness and efficient interaction between these structures through specialization and industrial cooperation, attracting financial, research, and educational organizations.