Scientific Bulletin of Mukachevo State University. Series “Economics”

Vol. 12, No. 4, 2025 15.12.2025 open access Open access

Public digital marketing in government information policy

Dmytro Babych, Diana Mosiienko

DOI https://doi.org/10.52566/msu-econ4.2025.47 Pages 47 –57 Views 476 Views

Abstract

The relevance of the study is determined by the fact that in the context of digital transformation of public administration, public digital marketing is gradually transforming from an auxiliary tool into a basic infrastructure for the implementation of state information policy, on which the efficiency of informing citizens, the level of public trust, the effectiveness of feedback and the transparency of management processes depend. The aim of the study was to summarise the theoretical provisions on public digital marketing and analyse its application in the system of state information policy at the local level. The methodological basis of the study included analysis and systematisation of scientific sources, content analysis of the Department of Culture, Sports and Tourism of the Kotelyva Settlement Council digital resources and social networks and evaluation of their effectiveness. The study found that the Department of Culture, Sports and Tourism of the Kotelyva Settlement Council has an established system of basic digital communication channels, including an official website, pages on Facebook and Instagram, and a YouTube video platform. At the same time, the practical use of these tools is characterised by uneven activity, limited use of analytical data to evaluate the effectiveness of communications, insufficient interactivity and weak integration between individual digital channels. Directions for improving public digital marketing in the community’s state information policy system, which include increasing the regularity and strategic consistency of content, developing interactive forms of citizen engagement, introducing analytical elements to measure the effectiveness of communications, and making more active use of digital tools to promote the community’s cultural, sports and tourism initiatives. The practical value of the work lies in the fact that the proposed approaches can be used by local authorities to improve public digital communications, increase the effectiveness of state information policy, strengthen interaction with citizens and form a positive image of territorial communities 

Keywords

public communications; digital marketing tools; communication strategy of public authorities; local self- government; social networks; digital communications

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Suggested citation

Babych, D., & Mosiienko, D. (2025). Public digital marketing in government information policy. Scientific Bulletin of Mukachevo State University. Series “Economics”, 12(4), 47-57. https://doi.org/10.52566/msu-econ4.2025.47