The influence of financial features and country characteristics on B2B ICOs’ website traffic

The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels

The omnichannel approach to forming marketing strategies for the development of the green competitiveness of enterprises is seen as a process for the inseparable interaction of marketing-mix elements that are aimed at promoting green competitiveness. This approach integrates traditional and digital marketing communication channels and provides consideration for stakeholder interests. The effectiveness of applying the omnichannel approach to the formation of marketing strategies to develop the green competitiveness of enterprises depends on a set of marketing communication channels, which, in various combinations, can increase or decrease the level of companies’ green competitiveness. For that purpose, this paper proposes a scientific approach to identifying the quality parameters of marketing communication channels, which involves testing the hypothesis that statistically significant relationships exist between their quality parameters and the levels of green competitiveness. The objects analyzed in the paper comprise large Ukrainian production companies that are part of the agro-industrial, mechanical engineering, and food industries, and that work in both the local and international markets. According to the results of the calculations, four relevant parameters were identified for determining the quality of the marketing communication channels: the speed of loading pages, the failure rate, image, and remarketing activities.

The Sustainable Development of Financial Topic Detection and Trend Prediction by Data Mining

Blockchain technology is the most cutting-edge technology in the field of financial technology, which has attracted extensive attention from governments, financial institutions and investors of various countries. Blockchain and finance, as an interdisciplinary, cross-technology and cross-field topic, has certain limitations in both theory and application. Based on the bibliometrics data of Web of Science, this paper conducts data mining on 759 papers related to blockchain technology in the financial field by means of co-word analysis, bi-clustering algorithm and strategic coordinate analysis, so as to explore hot topics in this field and predict the future development trend. The experimental results found ten research topics in the field of blockchain combined with finance, including blockchain crowdfunding, Fintech, encryption currency, consensus mechanism, the Internet of Things, digital financial, medical insurance, supply chain finance, intelligent contract and financial innovation. Among them, blockchain crowdfunding, Fintech, encryption currency and supply chain finance are the key research directions in this research field. Finally, this paper also analyzes the opportunities and risks of blockchain development in the financial field and puts forward targeted suggestions for the government and financial institutions.