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Information × Registration Number 0226U003368, (0126U002920) , R & D reports Title Scientific Substantiation of Applied Socio-Communication Technologies for Promoting Craft Brands under Wartime Conditions (A Decolonial Perspective): Reputation Capital Formation, Advertising and PR Toolset Analysis, and Media Monitoring popup.stage_title Наукове обґрунтування вибору стратегій просування та інструментів кризових комунікацій, які можуть бути використані крафтовими виробниками та комунікаційними агенціями для підвищення стійкості бізнесу в умовах воєнного стану. Head Victoriia A. Kovpak, Доктор наук з соціальних комунікацій Registration Date 01-04-2026 Organization Zaporizhzhia National University popup.description1 To systematize and analyze applied socio-communication advertising and PR technologies for promoting craft brands under wartime conditions, in order to develop methodological recommendations for building the reputation capital of craft producers and ensuring the effective use of media monitoring tools. popup.description2 Subject of research: Socio-communication technologies for promoting craft brands under wartime conditions, encompassing advertising, PR, entrepreneurial, and ethno-cultural sectors through the prism of decolonial optics. Theoretical and practical results. The study provides a scientific substantiation and practical recommendations for implementing socio-communication tools to build reputation capital and cognitive resistance. It characterizes the mechanisms of intangible heritage capitalization, where authentic narratives (traditional recipes and crafts) are transformed into high added value and a means of legitimizing local identity. The research demonstrates the effectiveness of network collaboration and the transformation of craft fairs into socio-communication institutions that ensure sustainable community development, the formation of an "economy of trust," and social stabilization of frontline territories while fulfilling the Customer's professional requests. Novelty. The analyzed scientific and practical case studies (specifically, the national project "Craft Christmas" and the regional initiative "Craft Zaporizhzhia") offer a conceptualization of innovative socio-communication models for interaction between large-scale capital and small businesses. Furthermore, it highlights the strategy of visual representation of national codes (the case of "vytynanka" paper-cutting art in the business environment) as an effective means of humanizing brands and strengthening the strategic capacity of regions during wartime.. Product Description popup.authors Vita V. Berezenko Sanakoieva Natalia D. Khorishko Liliia S. popup.nrat_date 2026-04-01 Close