Trust in public services is a driving force of socio-economic development. It ensures effective dialogue between citizens and government and becomes especially relevant in the digitalization. The lack of trust in the public sector can make reforms ineffective and the achievement of the goals of the Ministry of Digital Transformation within the framework of the State Strategy for Regional Development of Ukraine until 2027 in question. For this reason, marketing tools in public services should be directed toward achieving greater trust in those services and the government. This paper analyzes the current research on public sector marketing and its role in building trust as a foundation for the country’s digital development. Implementing multi-level bibliometric (Scopus tools), network (VOSviewer), and comparative (Google Trends) analysis, this study traces the development of marketing research on the process of public services delivery transformation from traditional to digital. 922 studies published between 1968 and 2022 were analyzed. The results show that public sector marketing is a multidisciplinary field of scientific research that is actively developing. Cluster analysis demonstrated that its modernization and the relationship between marketing in services and consumer behavior are the smallest and newest spheres of research. Researchers consider relationship marketing the principal mechanism for building trust in the public sector. This study found little research on the impact of marketing tools on consumers’ trust in public services. The comparative analysis confirmed the hypothesis of the need to change marketing tools due to the massive shift from offline to online services. AcknowledgmentThe authors acknowledge the funding in terms of the projects “Simulation modeling of the trajectory of the impact of behavioral attractors on macroeconomic stability: the role of transparency and public trust (0121U100469)” and “Modeling mechanisms for de-shadowing and de-corrupting the economy to ensure national security: the impact of the financial behavioral patterns transformation (№ 0122U000783)”.

The sphere of trust in the health care system, which is actively developing in covid and postcovid conditions, is accompanied by a significant increase in the amount of scientific literature that requires detailed analysis. Accordingly, the primary purpose of this study is to conduct a multilevel bibliometric analysis of publications on trust in the health care system. This will provide a global picture of the phenomenon to determine the dynamic aspects of trends from a statistical point of view, using content-contextual, descriptive, comparative, cluster and evolutionary-temporal analysis. The methodological basis of the study is a set of scientific publications indexed in the scientometric database Scopus, which was analyzed using analytical tools ScopusTools and VOSViewer. A total of 1,134 articles published between 1999 and the second quarter of 2022 were analyzed. The results show a growing trend in the spread of research on trust in the health care system. According to the results, five stages of scientific development of the researched subject were identified, in particular, the last one is characterized by extremely high research interest and covers the period from 2020 to the second quarter of 2022. The geographic center of research is the United Kingdom, and a significant contribution to the development of trust research in the health care system has been made by scientists in the United States, Australia and Canada. The analysis of the sectoral structure of financial sector trust research shows a weak diversification, and a comparative analysis of publications shows a close link between the concepts of trust in the health care system, vaccination and COVID-19. Cluster analysis identified five main groups of research. The results of evolutionary-temporal analysis show that at the beginning of scientific interest, research focused on interpersonal relationships between doctors and patients, and the latest area of research is to study the impact of trust on public decision-making on vaccination and other preventive measures. Thus, the study results showed that trust is one of the most crucial components in ensuring an effective health policy.

Abstract. In the new global economy, public trust in the financial system has become a central issue for financial crises overcoming. There is evidence that trust plays a crucial role in regulating economic agents' relationships. One of the most significant challenges for research is developing the unified methodological basis for element and integrated assessment of public trust level in the financial sector. This study intends to develop the methodology of public trust assessment in the financial sector at all levels, taking into account quantitative and qualitative indicators. This article examines the scientific and applied aspects of qualitative and quantitative assessment methods based on surveys of economic agents and economic-mathematical modeling tools, analyzing the researchers experience and outlines methodological approaches to assessing the public trust in the financial system in modern conditions. Important aspects are outlined, and the advantages and disadvantages of the different approaches for element and integrated assessment of public trust on different levels of the financial system are systematized. In order to estimate the public trust in the financial system, the multidimensional factor analysis was conducted based on a set of standardized financial indicators for the period from 2010 to 2020. Multidimensional factor analysis employed for data processing and analysis was performed in the computational system STATISTICA. The multidimensional factor analysis results show that trust in the financial sector was grouped into three levels: macro-, mezo-, and micro-level. The results show that the increase in nominal salary and an increase in the share of deposits and loans in the national currency in the loan and deposit portfolio of deposit-taking corporations are statistically significant and positively affect the level of trust in the financial sector. However, the deepening crisis of trust, in turn, is due to the dollarization of the banking sector, increasing the growth of cash outside deposit-taking corporations. The scientific novelty of the obtained results is represented by a set of theoretical and practical aspects of the study, namely the methodology of public trust assessment in the financial sector at all levels of manifestation, taking into account quantitative and qualitative indicators. Keywords: public trust in the financial sector, integrated assessment, element-by-element assessment, factor analysis, levels of public trust in the financial sector, monetary authority, financial institutions, financial services Formulas: 4; fig.: 6; bibl.: 32.

The sphere of trust in the financial sector, which is actively developing in the conditions of financial crises and recessions, is accompanied by a significant increase in the scientific literature that requires detailed analysis. The changes faced by trust in the financial sector over the past thirty years have remain unprecedented. Recent developments in financial technologies, blockchain, risk assessments have led to a renewed interest and rapid growth in the number of academic publications on trust in the financial domain. A number of literature reviews have been published focusing on specific aspects and trends of trust in the financial sector. However, far too little attention has been given to developing a global vision of academic knowledge about trust in the financial sector from a statistical perspective. This study was designed to provide insights and updates that have not yet been fully understood or described by other reviews in the domain of trust in the financial system by applying a thorough bibliometric (Scopus tools, Google Trends) and network (VOSviewer) analysis. This paper will make it possible to create a global picture of the phenomenon, to determine the dynamic aspects of trends from a statistical point of view, using content-contextual, descriptive, comparative, cluster, and evolutionary-temporal methods. The methodological basis of the study is a set of scientific publications indexed in the Scopus scientometric database, which were analysed using ScopusTools and VOSViewer analytical tools. A total of 1,148 academic studies published between 1967 and 2020 were analysed, including 364 authors, 158 journals, and 101 countries. By applying rigorous bibliometric and network tools, established and emergent research clusters were identified based on the key research topics and interrelations. With the help of built-in tools of the Scopus scientometric base, the main stages of scientific interest in the trust in the financial sector were determined. The most significant studies in this area by influence and citations were identified. In addition, the classification of the research on trust in the financial sector by scientific fields was considered, and the geographical centers of research were determined. A comparative analysis of Google searches showed that trust in the financial sector could be considered as one of the critical conditions for overcoming macroeconomic imbalances. Cluster analysis made it possible to identify five main clusters of scientific research. The main research findings showed that trust in the financial sector is one of the most multidisciplinary phenomena, and the keywords such as human, economy, financial management, finance, organization and management, private sector, public sector are closely related. The results of the study provide a solid roadmap for further consideration in this area.

The democratic development of society has shown that the growth of the welfare of the overwhelming majority of the population through the implementation of effective social and economic policy in the country positively influences public attitude to the government and increases the level of trust in the public sector. A successful mechanism to address the social needs of citizens is the development of an affordable housing financing system for the population. The purpose of the study is to analyze the state of affordable housing financing in Ukraine and determine its relationship to trust in the public sector. The article examines the use of state-administrative mechanisms for realizing the housing rights of Ukrainian citizens. Analysis of the current state of implementation of affordable housing programs is proposed, considering the size of mortgage payments and the volume of housing financing. The analysis highlighted the existence of a housing crisis in Ukrainian society as a result of the extremely low level of funding for the sector. The study provides a comparative analysis of the housing affordability index and the level of trust in government in Europe, according to the Global Value Survey. This has helped determine the place of social housing policy in the system of trust relationships between government, local governments and citizens. According to the sociological monitoring platforms, a dynamic analysis of the balance of trust-distrust of the population of Ukraine to the state apparatus and local government bodies was conducted. Based on a comprehensive and critical assessment of the leading affordable housing programs in the country and trust indicators, this study found that the distribution of powers, incentives, responsibilities, and budget funds within the framework of the decentralization process between the central government and local authorities, contribute to the achievement of the main goals of the state's social policy regarding affordable housing, which positively affects the level of citizens trust in local authorities. As a result, it was determined that during periods of economic and political uncertainty, financing of affordable housing is quite important, because due to such actions the state reduces the level of uncertainty, forms positive expectations of citizens, promotes the increase of stability and trust necessary for sustainable economic and social recovery.