Abstract. In the conditions of digital marketing development, the main problem of the development of enterprise business is management of consumer behaviour in the online environment. Enterprises should find new ways to attract and retain the attention of users. The purpose of the article is to develop recommendations for managing consumer behaviour in the economy of impressions, or the experience economy based on personalisation. The following research methods are used: analysis and synthesis, logical generalisation, abstract logic and the hypothetic-deductive method. The article formulates a hypothesis based on the phenomenon of the dependence of a person's emotional response on the phase of his/her biological rhythm already in use in the practice of communication management and psychology. To partially confirm the hypothesis, a pilot experiment was prepared and conducted on the basis of the social network Facebook in 2017. The respondents were presented with an advertising multimedia product with a subsequent assessment of the emotional state. The received statistical results confirm the accepted hypothesis. Based on the hypothetic-deductive method, recommendations for managing consumer behaviour in the economy of impressions have been developed. The essence of recommendations is reduced to how to take into account the phases of human biological rhythms, as well as the choice of intellectual and emotional filling of the multimedia advertising product. Taking into account the personalisation processes, the models of users' perception of advertising are modified. The process of users' perception of the content, its impressions and emotions lie in interrelation with its biological rhythms. If the developer knows the data about the activity of the emotional and intellectual biorhythms of the user, it becomes possible to control impressions, passing the relevant content in the most favourable periods for perception. Practical application of the proposed recommendations will be useful for companies that carry out advertising activities in social networks that implement contextual advertising and direct marketing. Keywords: Impressions; Experience; Economy of Impressions; Experience Economy; Personalisation; Theory of Human Biological Cycles; Management; Emotional and Intellectual Content JEL Classіfіcatіon: M31 DOI: https://doi.org/10.21003/ea.V165-23 Пушкар О. І. доктор економічних наук, професор, завідувач кафедри комп'ютерних систем і технологій, Харківський національний економічний університет ім. С. Кузнеця, Харків, Україна Курбатова Ю. Л. кандидат економічних наук, доцент, кафедра менеджменту ЗЕД і фінансів, Національний технічний університет «Харківський політехнічний інститут», Харків, Україна Другова О. С. кандидат економічних наук, доцент, кафедра менеджменту ЗЕД і фінансів, Національний технічний університет «Харківський політехнічний інститут», Харків, Україна Інноваційні методи управління поведінкою споживачів в економіці вражень Анотація У статті сформульовано гіпотезу про управління споживацькою пове...

The article analyzes special features and principles of constructing the user interface and substantiates the authors methodical approach to the development of the intellectual user interface of educational publications in the e-learning system. Besides, the "user interface" concept is analyzed and types of user interfaces are considered. For representatives of each representative system, the article gives a list of typical ways of perceiving environmental information that should be considered in developing the user interface of educational publications. The main features of procedurally-oriented and object-oriented types of user interface are considered and their main parameters are presented. The implementation of an innovative component in the development interface of educational publications in the e-learning system is proposed to be implemented by adding the properties of adaptability to the user interface. Provisions are determined that define the user interface concept, on the basis of which the principles of constructing adaptive interfaces are formed. The basic principles of visual design of mental maps of electronic educational publications for the e-learning system are offered. The main features provided by the mental map are presented in the form of a visual diagram. The didactic interface of the developed e-learning edition is considered and the scheme of the user and publication interaction is given. The focus group method evaluates the user interface quality of the created e-learning publication.

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The meaning of the “digital marketing management” concept that takes into account the role of customer impressions and emotional response as prerequisites for activating targeted actions is clarified. It is proved in the paper that one of the most important criteria of digital marketing management effectiveness is the formation of user impressions. The issues of digital marketing management evaluation are generalized. It was found that modern methods of economic evaluation do not take into account the emotional component of content perception. It is proposed to introduce qualitative evaluation of impressions along with quantitative methods of digital marketing management. Digital marketing formats are systematized according to the ability to track customer feedback after interacting with a particular format. It was found that the most popular formats of digital marketing in 2021 were those that take feedback into account. In particular, companies spend their budgets for SMM – 75 %, banner advertising – 71 %, and for sharing they mostly choose social networks: Facebook – 88 %, Instagram – 78 %, Google – 75 % and YouTube – 71 %. Methodical recommendations to substantiate the economic evaluation of digital marketing management are proposed. Based on the concept of impression economy, the method of assessing the impressions of users by reviewing their reactions on social networks is analyzed. SWOT analysis of user impressions is made, and it is proposed to choose digital content, which is more emotional. The proposed methodological recommendations reflect the results of the effectiveness of digital marketing management both in quantitative (assessment of absolute and relative indicators) and qualitative forms (assessment of impressions)

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