The Russian financial market as an object of complex regulation and management has been studied. Based on a systematic approach, the relationship between public law regulation carried out by the Bank of Russia and management practices (management) at the level of the regulator, professional participants, and consumers of financial services has been revealed. It has been shown that legal norms set the institutional framework, and management ensures the adaptability, efficiency, and stability of the financial market. Special attention has been paid to the role of the Bank of Russia as a strategic manager and the implementation of risk-based supervision, behavioral supervision, and regulatory technologies. The theoretical and managerial model of the financial market has been substantiated, and its key functions from a managerial perspective such as investment, liquidity, information, and risk management functions have been analyzed. Modern managerial innovations in regulation, including self-regulation, sustainable development, and a customer-centric approach, have been revealed. The practical significance of the research lies in the possibility of ap plying the proposed approaches to improve the activities of both the Bank of Russia and professional financial market participants. It is necessary to integrate legal and managerial competencies to ensure stability, efficiency, and trust in the financial system. The improvement of behavioral supervision, the development of regulatory ‘sandboxes’, the deepening of the proportionality principles, and the implementation of ESG approaches in financial institutions management have been identified as promising areas for further integration of law and management.

The consumer-oriented strategy and the critical importance of its implementation to ensure the competitive advantages in business in modern economic conditions have been studied. A detailed analysis of the modification of the operational processes in enterprises has been carried out in order to maximize compliance with the requests and requirements of the customer base, and the range of technological solutions necessary to achieve the goals has been determined. Special attention has been paid to customer solution development tools, including customer relationship management systems and machine learning technologies that enable the creation of customized offers based on ac cumulated information about consumer preferences. The importance of an individual approach in creating a favorable user experience has been highlighted, which helps to strengthen the commitment and trusting relationships between a company and its customers. A comparative analysis of the specifics of a consumer-oriented strategy application in the commercial sphere and the public administration system has been carried out. The research paper is of significant value to enterprises management and business owners, customer service specialists, marketing professionals, and product sales experts, aimed at deepening understanding of customer needs and optimizing organizational effectiveness. The research materials include specific cases of successful implementation of customer-oriented technologies in organizations of various economic sectors, demonstrating the ability of this approach to ensure high er standards of customer service and strengthen companies’ market positions.

The prerequisites for the emergence of the idea of e-government and digitalization in economic turnover have been analyzed. The purpose of the study is to consider the main trends in digitalization in economic turnover. When writing the research paper, the author has used scientific methods such as the analysis of various scientific, official, and statistical sources, their generalization and synthesis, comparative analysis, and statistical data analysis. It has been concluded that the transition to e-government is not just a fashionable trend of the time, but a necessary step in modern society development. As practice shows, the advantages of digitalization in public administration are obvious and multifaceted, from saving time for ordinary citizens to improving the efficiency of entire departments. However, it is important to understand that the path to a perfect e-government is thorny and requires an integrated approach. Existing issues, from cybersecurity to digital inequality among different population groups, cannot be ignored. These challenges need to be ad dressed consistently and systematically. It can be said that e-government is not only a management tool, but also the basis for building a future in which interaction between state and its society will become open, effective, and humane. The most important thing is to continue to work hard to improve the system.

A comprehensive analysis of the digital evolution of the Russian electoral system, covering the transition from traditional paper procedures to automated, information, and digital technologies, has been carried out. The key stages of modernization in the period 1991–2025 have been studied, including implementation of office software solutions, a ballot scanner, the Vybory State Automated System in three generations, a complex for processing ballots, and stationary and portable electronic voting terminals, as well as remote electronic voting development using cryptographic protocols and blockchain technology. Special attention has been paid to the trans formation of routine procedures, the changing role of a person at various stages of the electoral process, and the increasing importance of using data analytics. The presented analysis has demonstrated how the use of end-to-end digital technologies reduces the risks of fraud and manipulation and increases the transparency of electoral procedures, the accessibility of participation in elections for various categories of citizens, and public confidence in democratic institutions of government. The paper identifies patterns and criteria for the transition among successive stages of automation, informatization, and digitalization, systematizes 7 key technological solutions of the modern electoral system, and justifies the formation of a promising autonomous digital platform “GAS Vybory 2.0”. The authors emphasize that the digital transformation of Russia’s electoral system is the logical result of a long term, consistent, and phased implementation of innovative technological solutions.

The purpose of the study is to analyze learning experience of management students and new product development teams management. The list of skills that are necessary to use flexible development methods has been reviewed. To meet the expectations of future employers, students must master these skills in the learning process. The hypotheses have been formulated that project-based learning to solve the issues of third-party users helps students acquire the necessary skills and better adapt to future professional tasks. At the same time, encouraging students to reflect stimulates awareness of the acquired know ledge and skills. The relevant data accumulated over the 6 years of the new product development management course has been analyzed. More than 200 students from 32 countries completed 62 projects on various topics during their studies. The results of a survey of 58 students who studied this course during 2024 and 2025 have been analyzed. The survey aimed to identify students’ assessment of the skills they acquired or improved during their studies. The peculiarities of the teaching methodology of this training course have been revealed. The analysis of teaching methods, course structure, and digital tools used, as well as the student surveys results, confirms the hypothesis that product development projects implementation for third-party users contributes to forming skills that are in demand by employers. Most of the students confirm that they have gained additional skills in teamwork and new product development through prototype testing.

A brief analytical overview of forming and developing territory branding as a management tool has been presented. The purpose of the study is to analyze the impact of territorial branding on the economic development in regions. The general issues of the emergence and step-by-step formation of territorial branding have been considered. The analysis of the creating a brand practice in Russian cities and its impact on the economic situation of the territory has been carried out. The study results prove that effective territorial branding contributes not only to increasing the investment attractiveness of the region, but also to improving the quality of life of its residents. It has been revealed that successful branding examples contribute to increasing the flow of tourists, developing local businesses, and attracting new staff. In addition, the study has shown that the active involvement of local communities in the process of creating and promoting the territory brand helps to streng then social ties and increase the level of trust between residents and the authorities. The presented recommendations can be used by regional and local authorities in territorial management strategies in order to increase the attractiveness and recognition of the territories, strengthen the competitiveness of the local economy. The prospects of the study are related to an in-depth analysis of consumer opinions and the psychology of their behavior.

The relevance of the research topic is dictated by the fact that the digital transformation in business has become an integral part of the strategy of companies striving to remain competitive in the modern world. The implementation of digital technologies makes it possible to optimize internal processes, improve customer interaction, and create new business models. One of the key components of this transformation is machine learning, which provides companies with the ability to analyze data sets and make informed management decisions. All this highlights the need to continue research in this area and highlights the importance of the research paper. It has been confirmed that machine learning methods make it possible to make managerial decisions based on the analysis of large amounts of information, which in the modern world is becoming a key success factor for companies. The authors have concluded that machine learning makes it possible to automate processes that do not have clear logic (algorithms). Consequently, machine learning is changing not only the approach to problem-solving, but also the very structure of business processes. Despite the advantages of using machine learning, it has challenges and risks associated with the implementation of its methods. Based on a comprehensive theoretical study of this issue, a number of practical measures have been proposed for implementing a division in a digital transformation management company.

The author’s three-level scale for evaluating the effectiveness of innovative activities of engineering enterprises has been presented. The purpose of the study is to develop a scale that can facilitate the procedure for determining the level of effectiveness of innovation activities of enterprises in the engineering industry, considering the many factors being evaluated and the specifics of the expert assessment procedure. The following research methods have been used: analysis, synthesis, deduction, comparison, analogy, and description. The proposed structure, which includes three levels of scales, helps to accurately determine the sources of the current level of innovation efficiency within the framework of the integral indicator. The final seven-level scale for evaluating the integral indicator differs from the methods available in the scientific community for evaluating effectiveness as it provides for a level of lack of effectiveness of innovation activities, which indicates the need to take urgent measures to change the innovation direction and suspend ongoing development and innovative products commercialization. In addition, the developed scale for evaluating the effectiveness of innovation activities has a wide range of scores, which avoids the influence of quantitative errors in determining a particular level of effectiveness. The scale structure allows for separate evaluation of the effectiveness of each group of indicators, which provides flexibility in approaches to modernizing the innovation activities of engineering enterprises aimed at improving the state of factors with low efficiency values.

The purpose of the study is to identify indicators for enhancing competitiveness of Guinea’s industrial products on international markets, present simple regression models, and establish the relationship between variables (trade balance and production). If the relationship is positive at 10%, it means that the trade balance is positive, exports will be more than imports, and Guinean industrial products are competitive. If the relationship is negative, then imports will be greater than exports, and Guinean industrial products are uncompetitive. The data has been obtained from the National Customs Administration of Guinea. The study results show that Guinea’s industrial products are uncompetitive: almost all exports are based on mineral resources, but they are unprocessed natural products. The determining factors of industrial products competitiveness are competitiveness indicators and factors of its increase. The competitiveness indicators used in the study are qualitative (standardized, determined by current standards, norms, and recommendations, and regulated, determined by technical regulations and resolutions) and economic (one-time costs of purchasing products and current costs of operating products). The factors of enhancing competitiveness are socio-economic, technical, and organizational.

In modern conditions characterized by an increase in the frequency and scale of emergencies of various origins, an effective project management system development in road construction in a crisis environment is of particular relevance. In order to successfully implement road construction projects and ensure the rapid restoration of critical infrastructure in emergency situations, there is an increasing need to develop adaptive management mechanisms combining traditional principles with innovative flexible methodologies. The features of road construction organization in natural emergencies (earthquakes, floods, and hurricanes) and anthropogenic (military conflicts) have been analyzed. The classification of emergency situations and their destructive impact on the road infrastructure elements have been considered in detail. The key risks that arise during projects implementation in crisis conditions have been studied. The possibilities of applying adaptive management approaches (Agile, Lean Construction) to the road construction practice have been considered. Special attention has been paid to evaluating the effectiveness of using modern digital technologies such as BIM (information modeling), geoinformation systems, and unmanned aerial vehicles for operational control and project management. Using the case of the federal highway re construction in the military conflict zone, practical aspects of applying the principles of flexible management in extreme conditions have been demonstrated. The conclusions and recommendations on optimizing the project management system for road construction in emergency situations aimed at ensuring the sustainability and efficiency of restoration work have been presented.

A comparative analysis of the most significant ratings compiled for the non-profit (third) sector, including indexes of global civil society, non-profit organizations sustainability, CIVICUS civil society, etc., has been carried out. The purpose of the study is defined as the formation of a general overview of projects aimed at a comprehensive study of the non-profit sector contribution to the socio-economic development of countries and regions with the task of determining the prospects for rating the third sector. The features of methodological approaches (the subject of the research) to rating (the object of the research) have been described. The possibilities of all submitted projects have been detailed and systematized. Comparative studies of the non-profit sector have been divided into three characteristic groups: assessing the development of civil society and the non-profit sphere, analyzing the socio-political significance of civil society institutions, and measuring the sector’s contribution to socio-economic development. It has been emphasized that a group of projects focused on a comprehensive study of the non-profit sector contribution to socio-economic development is of the greatest interest to Russian practice. In this regard, the “Region-NPO” domestic methodology of the regional rating of the third sector has been presented. The study results are intended for specialized experts in the sphere of assessing the level of development and quality of the non-profit sector.

The purpose of the study is to analyze the mechanism of interaction among participants in facilities construction of the Construction State Program in the con text of digitalization, in particular, the implementation of digital technologies in the large-scale national projects. The tasks considered in the paper are to identify issues of reducing the gap among the stages and creating a single communication space for participants in the investment and construction process, which is provided through digital platforms and a new order of interaction. The methodological basis of the research is the normative legal acts of the Russian Federation and the foreign experience of digital state building. The analysis results demonstrate that the created Federal State Information System “Register of Capital Construction Facilities” operates on the basis of the state integrated information system for public finance management “Electronic Budget”, which allows to generate information about capital construction facilities, their financing, and monitor construction and becomes the central element of the digital vertical of construction management in Russia. The Register of Capital Construction Facilities integrates with other electronic systems, provides end-to-end accounting of facilities and finances, and acts as a common source of information for all program participants. The capital investment management component of the digital platform provides a developer with access to information blocks to solve a wide range of tasks and issues related to construction projects implementation.

Corporate strategies have been studied as an independent object of analysis and management in the context of global transformations, digitalization, and increasing requirements for the sustainable development of companies. The purpose of the study is to formulate the theoretical and methodological foundations of the corporate strategies research and to develop a model for their integration into company’s management system. The modern approaches have been analyzed, including the dynamic abilities concept and a process approach to strategy implementation and the integration of ESG/CSV concepts into corporate goals. It has been established that the effectiveness of strategy is determined not only by the content of corporate goals, but also by the consistency of corporate, business, and functional levels through institutional, personnel, and information control mechanisms. The scientific novelty of the research consists in three aspects. Firstly, corporate strategy has been considered as a dynamic system with mechanisms of adaptation, feedback, and self-adjustment. Secondly, a multilevel approach to the harmonization of corporate, business, and functional levels has been proposed, ensuring the integration of strategic goals with implementation at the microlevel. Thirdly, the procedures for integrating ESG/CSV into KPI regulations and control contours have been formalized, which makes value orientations manageable elements of strategy. The study results have both theoretical and practical significance, creating a methodological basis for further empirical and managerial developments. When writing the paper, the following methods have been used: system analysis, comparative historical method, synthesis and generalization of modern scientific publications, as well as analysis of modern corporate strategizing practices

Economic university has been considered as a producer of goods in order to identify opportunities for improving the competitiveness of industrial enterprises through the institutional improvement of their infrastructure (business ecosystem). Five categories of goods (services, software, hardware, recyclable materials, and software products) that can be produced by economic university have been studied. The case of the State University of Management has shown the specific results of such activities, in particular, engineering and economic personnel training, business cooperative projects development, pilot (small-scale and socially significant) production, and certificates of registration of programs for electronic computing and databases. A list of recommendations for each category development has been provided, designed to expand the industry usefulness of economic university. The significant creative role that economic university can play in the business ecosystem has been demonstrated, and its secondary nature in relation to the main educational function of an educational organization in the life of a student as a young person has been emphasized. The necessity of studying photographs of students’ working hours and balancing classroom and extracurricular work of professors for developing circle activities aimed at the long-term modernization of Russian industry has been noted.

A comprehensive analysis of the issues and limitations of implementing digital tools in international logistics has been conducted in order to identify key factors hindering their effective use in global supply chains. Special attention has been paid to the study of institutional, technological, and organizational barriers that arise in the process of digital transformation of logistics systems. The methodological basis of the study consists of methods of systematic and comparative analysis, as well as the synthesis of data from scientific publications, analytical reports of international organizations, and specialized research in digital economy and logistics. As the analysis result, it has been found that, despite the widespread use of digital tools, including electronic document management, corporate information systems, and analytical tools, their potential is not fully realized. It has been shown that this is due to the legal regulation fragmentation, the lack of unified standards for data exchange, insufficient integration of information systems of supply chain participants, as well as significant differences in the level of enterprises’ digital maturity. Additionally, it has been revealed that cyber risks and limitations related to the human factor have a significant impact on the effectiveness of digitalization. It has been concluded that the digital transformation of international logistics requires an integrated and coordinated approach that includes not only technological infrastructure development, but also institutional coordination at the international level aimed at harmonizing standards and improving the efficiency of interaction among participants in logistics processes.

Modern global approaches of digital platforms have been studied. The characteristics and implementation of digital platforms in logistics have been analyzed. Significant differences have been observed among the models implemented in Europe, the US, and China. The purpose of the study is to identify the advantages and effectiveness of the models, as well as to determine the prospects for adaptation to the global standard of digital logistics. An attempt has been made to provide a comprehensive comparative analysis of key global approaches to developing and implementing digital platforms in logistics. The methodological basis of the research consists of theoretical synthesis, content analysis, and comparative analysis. The expected study result is the formation of a conceptually sound and empirically proven understanding of the advantages, limitations, and prospects of various platform models, as well as the identification of conditions for their effective adaptation in the context of the global digital transformation of logistics. A standard has been formed for distributing roles among authorities, and a data management mechanism has been created. The algorithm of countries’ interaction using platform tools will allow for improvements and errors online. The main study result is based on the specifics of global models of digital platforms, highlighting differences in advantages and system improvements. The prospects of the study are related to the de tailed algorithms of international interaction through platform tools and their adaptation in real time.

The author’s analysis of the current state of Russia’s foreign trade and international trade within the framework of three international transport corridors (hereinafter referred to as ITC) – the North – South ITC, the Belt and Road Initiative and the Northern Sea Route – has been presented. Based on empirical data on the dynamics of trade turnover, transportation volumes, and infra structure projects, the prospects for developing these ITCs have been studied. The key risks, including military and political instability in the regions where the routes run, sanctions restrictions, and infrastructure restrictions, have been systematized. Special attention has been paid to the comparative assessment of the ITCs’ economic efficiency. It has been established that the Belt and Road Initiative demonstrates high turnover rates, however, for Russia, its potential is limited by sanctions barriers. The North – South ITC in 2022–2025 showed steady positive dynamics, but its functioning is complicated by the escalation of the conflict in the Persian Gulf zone. The Northern Sea Route is characterized by advantages in terms of delivery time and the economic component of transportation in comparison with the above-mentioned ITCs. The scientific novelty of the research lies in the systematization of factors influencing the transport and logistics potential development in Russia in the con text of geopolitical turbulence. Conclusions have been formulated about the most promising areas of development in Russia’s foreign trade in the con text of the global logistics system transformation and the commodity flows reorientation to the markets of the Global South and the Asia-Pacific region.

Integration blocs as an institutional form of collective response to the challenges of global economic fragmentation have been analyzed. Particular attention has been paid to the capacity of these blocs to ensure strategic security and resilience to external shocks amid sanctions confrontation and the transformation of global value chains. The purpose of the study is to develop and test an original methodological approach to the quantitative assessment of the strategic resilience of integration blocs, shifting the focus from traditional macroeconomic indicators to parameters of technological sovereignty and critical resource dependence. The study is based on the author’s Integration Index of Strategic Resilience, a composite indicator comprising three indicators: the share of R&D expenditure in GDP, as well as the shares of energy and food imports in total imports. The index has been calculated using statistical data for the period 2015–2024, applying Min-Max normalization and component weighting for five integration blocs: the EU, the EAEU, the ASEAN, the MERCOSUR, and the AfCFTA. Significant differentiation in the level of strategic resilience among the blocs under study has been established. The EU demonstrates the highest index values (0.5–0.7), driven by the synergy of technological leadership and balanced resource endowment. The EAEU ranks second (0.37–0.53), ensuring resilience primarily through low energy and food import dependence. The ASEAN and the MERCOSUR exhibit comparable values (0.27–0.47 and 0.34–0.45, respectively), reflecting the structural characteristics of developing economies. The AfCFTA shows the lowest resilience (0.13) due to the cumulative effect of low technological potential and high import dependence.

A methodology for evaluating the effectiveness of tariff setting criteria for territorial network organizations has been presented using the Irkutsk Region case. General recommendations on the application of criteria for conducting a comparative assessment of network organizations have been given. It has been noted that it is necessary to consider specific indicators for comparing organizations of different scales and occupied market share (shares in the boiler). Within the framework of the tasks set before the study, the effectiveness of the applied evaluation criteria and the possibility of ranking territorial network organizations according to their economic indicators based on these criteria have been shown. A brief overview of the methodological basis of pricing in the electric power industry and performance indicators of network organizations has been given. It has been shown that the use of specific performance indicators makes it possible to ensure the correctness of a comparative assessment of various network organizations in terms of their economic performance. The developed methodology makes it possible to assess the unevenness of the establishment by state bodies of tariff regulation of tariff decisions for various organizations based on a comparative analysis of specific performance indicators. The obtained study results can be used in the operational activities of electric grid companies in the pricing sphere, as well as when preparing and conducting research in the economics of the electric power industry.

The financial sector development in a commodity-based economy using the Kazakhstan case has been studied. The subject of the study is the structure and dynamics of the financial market of commodity exporting countries in general and Kazakhstan in particular. The purpose of the study is to analyze the needs and ways of developing the financial market in the commodity economy using the Kazakhstan case, as well as to assess the progress made. The research methodology includes a comparative analytical method and a synthesis method. The experience of countries with successful financial centers has been compared to identify effective practices. It has been established that Kazakhstan implements the world’s leading practices for the financial sector development. The study results show that Kazakhstan has made some progress in the financial sector development, but has not yet become an example of a successful financial center. The factors limiting the opportunities for the financial sector development in Kazakhstan have been identified. The prospects of the research are to develop a strategy for further development of the financial sector, increase institutional maturity, expand the domestic capital market, and implement innovative financial instruments. The conclusions emphasize the need for active development of the financial sector in Kazakhstan to di versify the economy and increase resilience to external shocks.

The evolution of the state’s role in digital finance from a passive observer to an active regulator and a full participant in the digital market has been studied. With the rapid tokenization of assets, the traditional financial system is facing unprecedented challenges caused by decentralization, anonymity of operations, large-scale regulatory arbitration, and the threat of laundering illegal income in the new digital environment. A comprehensive analysis of the digital financial instruments structure has been provided, and the potential of their impact on the global and national economies has been assessed. Particular attention has been paid to the risks of decentralized finance, including threats to monetary sovereignty and the challenges of using smart contracts. The paper examines the foreign and Russian experience of the crypto industry regulation, demonstrating a global trend away from strict prohibitions towards creating comprehensive legal regimes. The practical cases of various states have been analyzed, reflecting their strategies of adaptation to new digital technologies. The trend towards involving central banks in the digitalization process by developing their own digital currencies as a legitimate alternative to private crypto assets has been highlighted. It has been concluded that it is necessary to find a sound balance between stimulating technological in novation and ensuring national economic security

The paper has a theoretical and methodological focus and is devoted to the development of an analytical framework for the study of a state’s internal  image as a socio-cultural structure formed in the dynamics of collective memory. The main focus is on post-conflict societies in which the processes of legitimization of power and social integration are particularly acutely dependent on the interpretation of the past. The methodological strategy is based on sociology of culture, the theory of collective and cultural memory, as well as the symbolic power concept. An interdisciplinary approach has been applied that combines methods of comparative historical analysis, conceptual modeling, and narrative interpretation. In the course of the analysis, the concept of a state’s internal image as a system of symbolic representations rooted in memory and everyday practices has been clarified. The mechanisms of its formation through the institutionalization of historical narratives, ritualized practices, and media mediation have been revealed. The developed conceptual model describes the interaction among cultural memory, symbolic politics, and citizens’ socio-cultural perception, reflecting the structure of forming a state’s image in the context of post-traumatic experience. The novelty of the research lies in the integration of theoretical developments in memory studies and sociology of legitimation within a single sociological perspective. It has been shown that cultural memory serves not only as a resource of identity, but also as a mechanism for reproducing trust, belonging, and a sense of “one’s own” state. The proposed model has both explanatory and applied potential for analyzing state memory policy, memorial practices, and post-conflict consolidation strategies.

At the current stage of socio-economic development in the context of the digital transformation of the education system, the use of neural networks in the educational process is an important aspect. The purpose of the study is to analyze students’ perception of neural networks. The results of sociological monitoring of students’ attitude to the use of neural networks in the educational process in the context of digital transformation have been presented. The study has been conducted using an electronic questionnaire survey of 448 students from 12 branches of the Financial University under the Government of the Russian Federation located in different regions of Russia. As a result of the conducted sociological research, it has been revealed that the majority of students quite often use neural networks for educational purposes and note significant advantages, such as speeding up learning educational material, automating routine tasks, and the possibility of organizing personalized, convenient learning. Some students’ concerns when using neural networks in the  educational process have been noted, due to the lack of clear instructions and recommendations for integrating neural networks into the educational process, potential risks associated with the relevance and accuracy of data obtained from neural networks, students’ dependence on neural networks, and decreasing creativity and analytical thinking in the process of performing educational tasks. To improve the use of neural networks in the educational process in Russian universities, recommendations have been developed regarding the training of teaching staff and students to work with artificial intelligence, forming methodological support, implementing ethical standards and a system for monitoring, and evaluating the effectiveness of these technologies.

The role of distance education in solving the issue of the intergenerational digital divide in Russia has been analyzed. The subject of the research is organizational models, methodological approaches, and psychological and pedagogical barriers to distance learning for senior citizens. The research methodology is based on a comprehensive analysis of theoretical sources, practical examples of intergenerational training programs, and the current state of digital literacy in Russia. The main study results have revealed that the hybrid learning format (a combination of real-time and distance learning components) shows the greatest effectiveness for older students, and intergenerational interaction reduces psychological barriers and promotes social integration. Distance learning has shown high efficiency in expanding access to education and developing digital literacy. Practical models for integrating distance learning into the education system and management recommendations for the federal, regional, and organizational levels have been developed. The conclusions are relevant for addressing the demographic challenges in Russia related to the aging of its population and can be used in designing state policy in adult education and society digitalization. The research prospects include long-term monitoring of the effectiveness of programs and analysis of the economic results of investments in digital education for the elderly people.

The psychological determinants of the effective activity of counselor at children’s health camp have been considered. Based on a theoretical analysis of counselor’s professional activity, professionally important qualities category, and modern research on pedagogical effectiveness, an integrative five-component model has been proposed, which includes communicative-perceptual, regulatory, subjective-personal, organizational-leadership, and reflexive components. Each of them has been correlated with the specifics of counselor’s work (round-the-clock mode, intensive group interaction, increased responsibility for children’s lives and health, chronic sleep deficiency, and other factors characteristic of the profession). It has been shown that the combination of regulatory and subjective-personal components (emotional stability and the internal locus of control) forms the core of counselor’s psychological stability in a stressful professional environment. A proven diagnostic toolkit has been proposed for each component, which makes it possible to operationalize the effectiveness concept and creates the basis for subsequent empirical research. The correspondence of the components to the three functional blocks of activity (‘Guardian’, ‘Animator’, and ‘Mentor’) has been presented in the form of an analytical matrix. The present study contributes to developing the psychology of pedagogical work in relation to the context of children’s health camp and can serve as a theoretical basis for developing programs for selection and professional training of counselors.

The socio-psychological conditions of job attractiveness in the banking sector for generation Z have been studied, and recommendations for companies based on the study results have been developed. Factors such as career satisfaction, work-life balance, and job meaningfulness have been considered, as well as their relationship to labor attractiveness and changes in these relationships depending on the respondents’ work experience. An online test has been conducted among the respondents using four methods. The test results have shown that career satisfaction and the meaninglessness of work significantly correlated with job attractiveness. Career satisfaction also had an impact on this variable. Experience working on non-emission data has shown a significant impact on job attractiveness. When this factor interacted with the career satisfaction factor, their influence increased, and the model became more ac curate. The remaining variables have not shown significant associations with job attractiveness. Based on the study results, recommendations have been formed for companies in the banking sector on building an HR brand to at tract young talents. Future research may test other important factors for generation Z when looking for a job, as well as consider the difference in their perception between current and potential employees.

A theoretical analysis of the phenomenon of organizational citizenship behavior (hereinafter referred to as OCB) has been carried out. It is a voluntary activity that goes beyond the scope of an employee’s job responsibilities, but contributes to the effectiveness of a company. The genesis of the OCB concept and its relation to such constructs as prosocial organizational behavior, contextual fulfillment, and extra-role behavior has been considered. A comparative review of foreign and domestic approaches to the study of this phenomenon has been conducted. The author has stated the terminological fragmentation and insufficient elaboration of the issues in Russian psychology, where the concepts of excess activity, supranormative activity, and maladaptive activity are used to describe similar phenomena. The purpose of the study is to systematize existing approaches and integrate the OCB concept into the system of views of Russian psychology of activity. The main thesis is that considering OCB as a separate type of activity makes it possible to overcome the reduction of its essence to situational external behavioral reactions and to reveal the propensity to implement OCB as a stable personality trait determined by the motivational and value sphere. The research perspective is seen in a comprehensive study of the relationship of OCB with individual typological characteristics, character and motivational-value sphere of personality in order to create an integrative model, as well as forecasting and creating conditions for prosocial behavior.