On January 23, 2026, a scientific seminar was held at the Department of Marketing, during which PhD student Andrii Zdoima delivered a presentation on his dissertation research, entitled “Formation of a Marketing Strategy for Promoting Small and Medium-Sized Businesses on Social Media”.
In his presentation, the PhD student outlined the theoretical and methodological foundations of studying the perception of marketing communications in the promotion of products labeled “Made in Ukraine”. Particular attention was paid to the formulation of research hypotheses and the selection of appropriate tools for their empirical verification. A distinctive feature of the dissertation research is the application of neuromarketing methods at the Behavioral Laboratory of Sumy State University to analyze consumers’ reactions to marketing communications in the digital environment. The faculty members wished Andrii success in conducting the behavioral experiment and expressed their interest in discussing the research findings at future scientific seminars.