=Paper=
{{Paper
|id=Vol-3608/paper6
|storemode=property
|title=Effective Semantic Markers Of Using Socio-Communication Technologies In Educational Activities
|pdfUrl=https://ceur-ws.org/Vol-3608/paper6.pdf
|volume=Vol-3608
|authors=Halyna Lukash,Oleksii Prihunov,Olha Anisimova
|dblpUrl=https://dblp.org/rec/conf/scia2/LukashPA23
}}
==Effective Semantic Markers Of Using Socio-Communication Technologies In Educational Activities==
https://ceur-ws.org/Vol-3608/paper6.pdf
Effective Semantic Markers of Using Socio-Communication
Technologies in Educational Activities
Halyna Lukash, Oleksii Prihunov and Olha Anisimova
Vasyl’ Stus Donetsk National University, str. 600-richchia, 21, Vinnytsia, 21021, Ukraine
Abstract
The study aims to investigate the role of semantic markers in educational texts within the
context of employing socio-communication technologies. The primary goal of the research is
to identify optimal strategies for content optimization and adaptation of the semantic core of
texts to maintain a consistent flow of traffic to educational resources. The scientific approach
to shaping the semantic core has proven to be a tool that enhances the understanding of
stakeholders' needs and facilitates effective semantic analysis of web content. The research
confirmed that content optimization and adaptation of the semantic core are crucial tasks that
require continuous monitoring and improvement. It is important to note that these principles
can be successfully applied not only in education but also in various fields, making them
subjects of further research.
Keywords 1
Socio-communication technologies, keywords, search terms, semantic core, content of the
information resource
1. Introduction
Socio-communication technologies are a key modern trend, which in the era of digital information
world is expressed by the ratio of theoretical and practical aspects of the concepts of "communication
technologies", "social technologies", "information technologies". Technologies of communication
processes cover the issues of effective interaction of enterprises, institutions, organizations with the
external and internal environment: public relations (PR, image building, thrash image, spin doctor),
market research (market research), marketing (including advertising), management (including brand
management), electronic networks, mobile communication, etc. [11].
Modern linguistics interprets language as a social phenomenon, because social interaction becomes
mostly linguistic interaction and is carried out through texts that are generated and perceived by the
individual. It is also worth noting that the most important and basic feature of human communication
is the transmission of thoughts, i.e. not words, but the concepts they express; not sentences, but
judgments, opinions and considerations that they contain [10].
Advertising has become one of the main communication elements today. To effectively promote
their services, advertisers seek to use a variety of communication technologies, combining them into a
well-constructed and strategically designed system of action. Every communication technology -
advertising, marketing publications or public relations - has its own characteristics of impact on the
consumer.
The rapid development and popularity of social networks indicate the great potential of using these
platforms to promote products and services of companies, or the formation or promotion of the brand
of different firms. Modern youth draws the necessary information from the World Wide Web. There
are many online communities on the Internet that bring together different types of users (by age, social,
SCIA-2023: 2nd International Workshop on Social Communication and Information Activity in Digital Humanities, November 9, 2023, Lviv,
Ukraine
EMAIL: g.lukash@donnu.edu.uа (H. Lukash); prigunov@donnu.edu.ua (O. Prihunov); o.anisimova@donnu.edu.ua (O. Anisimova)
ORCID: 0000-0002-9777-7718 (H. Lukash); 0000-0003-1440-0809 (O. Prihunov); 0000-0002-8016-9361 (O. Anisimova)
©️ 2023 Copyright for this paper by its authors.
Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
CEUR Workshop Proceedings (CEUR-WS.org)
CEUR
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Workshop ISSN 1613-0073
Proceedings
and gender). About 80% of adolescents over the age of 16 have personal accounts on various social
networks and Web communities, and almost 80% of them use them on a daily basis [13]. Due to the
wide audience of users, as well as their age diversity and easy access to communication with them, the
concept of SMM (social media marketing) emerged. Social media marketing (SMM) is an internet
marketing tool that promotes various services, companies or brands through the involvement and use
of social networks. Often, SMMs create viral marketing, which not only increases the spread of
information about companies, but also increases the traffic and ranking of the company's site in search
engines. It is impossible to maintain high activity in social networks without constant creation of quality
content.
Until recently, the idea of advertising was a novelty for higher education institutions. Although it is
known that educators already used advertising more than 2000 years ago. Greek sophists publicly
"demonstrated their knowledge and oratory skills and the ability to argue their point of view to show
the value of their services" [4; 17]. The analysis of texts of modern advertising will allow to reveal
language "markers" which, according to the plan of advertisers, should exert the directed influence on
the recipient. The purpose of the article - involving in the analysis of the concept of keywords, to analyze
ways to use socio-communication technologies for a strategically designed system of actions to build
the semantic core of the text. The term "keywords" in this case refers to a set of words, phrases or
phrases that best reflect the essence of the material.
Semantic text analysis encompasses various methods, such as frequency, content, and statistical
analyses. Through the frequency analysis method, the most commonly used words and phrases in the
text have been identified, allowing us to discern their significance within the research context. The
content analysis method enabled a deep examination of the structure and content of the text to highlight
key themes and concepts, aiding in the comprehension of the essence of the subject under investigation.
By employing the statistical analysis method, statistical connections and patterns within the text were
revealed, unveiling existing data patterns. This analysis facilitated an understanding of the semantic
meanings of effective semantic markers when utilizing socio-communication technologies in
educational activities.
2. Literature Review
The advertising text was studied mostly within the linguistic paradigm. In particular, domestic and
foreign scholars have studied the text of advertising in the following areas: a general description of the
features of advertising works; structure of advertising text; advertising as a discursive practice;
manipulative techniques in advertising; linguistic analysis of advertising texts at different language
levels, etc. At the present stage, scholars are interested in certain aspects of pragmalinguistics - an
interdisciplinary science, in the forefront of pragmatic research which is the successful interaction of
the initiator of speech with the audience as an object of influence. Methods of building an information
society, social networks in the WWW, gender and age differences of language in Internet
communication explored in their works A. M. Peleshchyshyn and S. S. Fedushko [1; 16].
The key words in the research publication were first used in 1975 in the scientific journal The Journal
of Applied Behavior Analysis [14]. Their value for information retrieval was substantiated by
M. Kemman, who emphasized that for keywords should be chosen not individual tokens, but phrases
that allow to better understand the context and limit the number of search results [14]. E. Gbur and J.
Trumbo suggested ways to define effective keywords and phrases, in particular: to avoid too general
terms; do not repeat words from the title; avoid prepositions and abbreviations; use people's names as
keywords only when they are part of established terminology; use variants of terms. Jacqueline Gomez
specializes in semantic analysis within online communications. Her work is dedicated to understanding
how the semantics of text impact communication in social media and other online platforms. Mark
Holden focuses on the analysis of semantics and expressions within texts, with the goal of identifying
conceptual connections and thematic patterns in linguistic data.
At the same time, J. Bill described numerous cases when a keyword search may fail, for example, if
a term has many synonyms or spellings, is outdated or used in various sciences, and not all concepts
can be conveyed by keywords.
3. Basic points statement
According to the "Classifier of Professions" - the state standard for the classification of professions,
there are 8,250 names of professions [9]. Higher education institutions train specialists in 340
professions, colleges in 450 professions, and schools in 800 professions. More than 500 new professions
appear every year and old ones die out [6]. The Internet helps to understand all this variety of
information. The word Google has already been adopted by our language, linking the search process
not only to Google itself. People turn to the search engine to find information, answers to questions,
advice. The main types of web communities include forums, social networks, personal and collective
blogs, multimedia web communities, market web communities, promotional web communities, wiki
communities, and educational web communities. The analysis of specialized educational web
communities on the basis of web forums was most fully conducted by A. Yu. Schilling [3]. She singled
out the following types of them: 1) forums for freelance entrants; 2) forums for students and teachers
of free economic zones; 3) other specialized educational Web forums.
Search engines have changed the perception of information. Search engine algorithms are changing,
but the requirement for content remains: it must be useful, interesting, convincing and optimized for
search engines. Search engine developers compete with each other in the battle for users, constantly
improving search mechanisms to provide more relevant information in response to user queries.
Therefore, the formation of query results can be quite complex, but the basic stages remain unchanged
(Fig. 1).
Figure 1: Main stages of search engine operation
The search engine continually scans internet resources, gathering information about the content of
web pages, indexing and populating the search engine's databases. This process also involves semantic
analysis of text and the identification of keywords that best match the meaning of the information
published on the internet.
When the search engine receives a query from a user, it breaks it down into individual words or
phrases, known as search terms. For example, if a user enters the phrase "semantic markers in
education," the search engine breaks it down into separate terms: "semantic," "markers," "education."
It then consults its index and searches for pages whose content matches the user-defined terms. The
next step in the system's operation is evaluating the relevance of the pages found to the user's query. To
improve the accuracy of results, search engines constantly update their search algorithms, adapting to
various factors. Understanding natural language, information relevance, source authority, user behavior,
external linking, interaction time, user location, search history, and the presence of key terms in page
titles or meta tags – these are an inexhaustible list of factors that can influence how the system
recognizes, processes semantic markers, and forms a final response to the user's query. Based on
relevance, the search engine sorts and displays the found internet resources. Therefore, the user
primarily sees pages that most closely match their query. Thus, search terms play a crucial role in this
process, as they help the search engine understand the user's specific intent.
It's also important to consider that search engines are constantly evolving and employ numerous
other factors to enhance the relevance of results. In 2013 Google announced the launch of a new
algorithm - "Hummingbird", which changed the classic methods of SEO-promotion. If before the
website was indexed by keywords, then with the advent of "Hummingbird" this is not enough. The
robot seeks not only the query, but also the meaning of the query. Hummingbird also appreciates the
unique and useful content optimized for the search engine, but already highlights not only the keys, but
also associative on the topic of words and phrases. The launch of the algorithm led to the use of texts
based on LSA - latent-semantic analysis. Latent-semantic analysis is a method of information
processing that reveals the latent connections of the studied object or phenomenon. In general, it is a
method that allows you to compile a thematic dictionary and expand the semantic core, which makes it
more saturated and valuable. LSA keys can be synonyms, hyponyms, associations, hyperonyms and
other mixed terms. For example, when the category "education" is promoted, the search tools will
include not only the main key, but also LSA concepts: students, teacher, gymnasium, first grade, six-
year-old, fraternal schools, graduates, entrant, bachelor, master, graduate, level knowledge, gain, learn,
abilities and other thematic words: teaching, preparation, teaching, reading, writing, mathematics,
history, education, development, disciplines, skill, craft, education, as well as definitions: primary,
secondary, higher, inclusive, dual, professional, linguistic, classical, university. The latest discourse is
distance education with the thematic words laptop, gadgets, education in Europe. In the English-
speaking world, LSA copywriting is beginning to displace the classical approach, and in our reality,
latent-semantic analysis has become an additional tool for promotion. At the same time, only a well-
thought-out thematic dictionary that helps to reveal the topic will work in favor of the site. The search
engine algorithm is designed so that it highlights the most important places in the text and looks for
relevant keys in them. Therefore, in the process of composing the text should take into account the
zoning of keywords.
Search engines have changed the perception of information. Search engine algorithms are changing,
but the requirement for content remains: it must be useful, interesting, convincing and optimized for
search engines. In 2013, Google announced the launch of a new algorithm - "Hummingbird", which
changed the classic methods of SEO-promotion. If before the website was indexed by keywords, then
with the advent of "Hummingbird" this is not enough. The robot seeks not only the query, but also the
meaning of the query. Hummingbird also appreciates the unique and useful content optimized for the
search engine, but already highlights not only the keys, but also associative on the topic of words and
phrases. The launch of the algorithm led to the use of texts based on LSA - latent-semantic analysis.
Latent-semantic analysis is a method of information processing that reveals the latent connections of
the studied object or phenomenon. In general, it is a method that allows you to compile a thematic
dictionary and expand the semantic core, which makes it more saturated and valuable. LSA keys can
be synonyms, hyponyms, associations, hyperonyms and other mixed terms. For example, when the
category "education" is promoted, the search tools will include not only the main key, but also LSA
concepts: students, teacher, gymnasium, first grade, six-year-old, fraternal schools, graduates, entrant,
bachelor, master, graduate, level knowledge, gain, learn, abilities and other thematic words: teaching,
preparation, teaching, reading, writing, mathematics, history, education, development, disciplines, skill,
craft, education, as well as definitions: primary, secondary, higher, inclusive, dual, professional,
linguistic, classical, university. The latest discourse is distance education with the thematic words
laptop, gadgets, education in Europe. In the English-speaking world, LSA copywriting is beginning to
displace the classical approach, and in our reality, latent-semantic analysis has become an additional
tool for promotion. At the same time, only a well-thought-out thematic dictionary that helps to reveal
the topic will work in favor of the site. The search engine algorithm is designed so that it highlights the
most important places in the text and looks for relevant keys in them. Therefore, in the process of
composing the text should take into account the zoning of keywords.
In linguistics and psycholinguistics, the concept of "gap" is beginning to spread, which is understood
as a basic element of the national specificity of the linguistic and cultural community [15]. The concept
of lacunarity, which is used by various sciences: philosophy, mathematics, psychology, etc., falls into
linguistics as a result of interdisciplinary research. T. O. Anohina emphasizes that the category of
lacunarity is a universal category, which is characterized by systemic, multivector, polyterminological
text [18]. The gaps were differently classified by researchers. There are intracultural (intralingual) and
intercultural (interlingual) gaps. They can relate to intralingual and interlingual gaps and "be perceived
by the recipient as something strange that requires interpretation (explicit gaps), or remain for him in
the" zone of insensitivity "(implicit gaps)" [18].
We were interested in the theory of lacunarity, proposed half a century ago by Taylor and used in
the study of the lexical and semantic aspect of verbal communication. First - to identify the level of
language proficiency: respondents were asked to restore the text with the missing words-gaps. Then
this technique was used to establish the general content of the message, which gave the second name to
the theory of lacunarity - the theory of contextual predictability of the text. Based on it, A. Stern
proposed a method of typing keywords [2]. To index the text, she suggested a graph of a set of
keywords: a small set - 1-4 words; average - 7-12; large - 15-20. The small set covers the general topic-
concept to which the text belongs; middle - characterizes the main characters, the main subject of the
image, the climax, ie reflects the overall integrity of the text. A large set of keywords covers the
subtopics of the text, words that detail its content. In essence, this graph of keywords coincides with the
mentioned latent-semantic analysis. But from this perspective, we can look at keywords from a different
angle: if the term "keywords" refers to words that are part of the HTML text of a document and in a
prospective search engine query that searches for information on the subject of the document, we are
dealing with the process of collapsing information. If we turn to LSA - we intensify the process of
information deployment. Keywords in this case play the role of a broad acquaintance with the content
of information and better to remember it. LSA copywriting is considered a more effective way to
promote than SEO content. These texts are nice to read, they do not have unnatural keywords, and
search engines quickly recognize them. The only downside of LSA materials is the delicate process of
their creation. The author needs to harmoniously enter 1-2 dozen keys, create a readable article. Be that
as it may, LSA texts are in demand. And the reason for that is one: they benefit sites.
On the example of educational advertising, consider the means of creating effective advertising texts
on social networks. Social networks are designed to communicate with users through the creation or
posting of various information in any format (verbal text, video, sound, photo), for example, personal
sites for posting personal information of an individual; chats for collective written communication in
real time; wikis - websites for self-input of written messages, such as articles for "Wikipedia"; blogs -
websites for regular addition of records, images, multimedia. Given their purpose (communication,
dating, professional contacts), social networks connect people into different social, professional groups,
provide communication between them regardless of geographical location, age, gender, ethnicity,
religion.
In 2020, almost half a billion new users appeared on social networks - that is, about 15 people
registered every second. Some social networks have become hyperpopular amid the pandemic: for
example, the average time of using TikTok per day is a record 95 minutes, more than 40 million people
visit this app every week, it is opened by more than 1 billion visitors every month. Tik Tok is one of
the most popular applications in the world. In addition, social media has become an even more important
source of news. According to the Social Media Flagship Report, 47% of Internet users recognized them
from social networks [13]. As a result, the concept of doomscrolling has become relevant - ‘continuous
absorption of a huge amount of negative news online’.
Innovations in education are introduced in order to meet the needs of entrants and students in
learning and acquiring such necessary knowledge.
Branding in education creates the image of an educational institution that has its own individual
style. This style is promoted on social networks, on billboards, in printed materials. After determining
the educational institution, the next step is to choose a training course that suits your interests. Most
students are under the age of thirty. With this in mind, it is extremely important to understand that most
of them are active users of social networks. Therefore, to increase the popularity of educational services,
training centers should advertise their programs through social networks such as Facebook, Twitter,
LinkendIn. Search engines calculate the relevance of the text by constructing a frequency range of
words. The more often the word is used in the text, the more relevant it is to the user's request.
Depending on the level of competition and the task, the number of keywords can range from two to
three to ten. The fewer keywords a document is set up for, the more often those keywords can appear
in the text, and the more relevant they are.
Highly relevant documents focus on two or three keywords, each of which occurs in the text in a
ratio close to 5%. The optimal ratio is 1 keyword per 500 characters without a space.
There are a huge number of opportunities for promotion, which are used by educational institutions.
These include search engine optimization (SEO) and pay per click; social media marketing (SMM).
The complete list of phrases that are placed on the pages of the site is called the semantic core. This is
a library of phrases and word forms that most fully and comprehensively describe your activities,
products or services presented on the site. To create an effective semantic core, you need to conduct a
little research, carefully analyze the statistics of your resource and search engines, all real and potential
competitors and, of course, the goods and services offered. Most likely, the list of keywords can consist
of several thousand options, from which you will have to choose only the most relevant and accurate.
Note that the use of correct lexical and grammatical markers in the construction of search keywords
may be ineffective [14], in the process of semantic analysis of a text document distinguish between
"keywords for the search network" and "search terms" (Fig. 2). The first reflect the subject (essence of
the content) of the document, its structure; the second - express the views of seekers on its subject or
certain expectations. The aim of the researcher is to find the best combination of canonical structures
with subjective (commonplace) thought into a single semantic core.
Figure 2: Semantic analysis of the document
Electronic networks have now become an integral part of social life and necessary means of
production, and the main object of Internet communication has become content [12]. Every day, users
use different search engines to search for information. TOP-5 most visited sites in Ukraine in August
2023 (Fig. 3) [5; 19]:
1. Google.com;
2. Youtube.com;
3. Facebook.com;
4. Telegram
5. Ukr.net;
6. OLX.
The main task of search engines is to meet the information needs of users. And the more searches
there are in the electronic network, the more often the system will be able to influence a potential subject
of social interaction. Competing with each other for communication to the largest possible audience as
a market for information services, they offer legal entities or individuals powerful tools for socio-
communicative influence on it. Their effective practical use depends on understanding the relevant
semantic markers of user behavior, each of which may have its own ideas about the semantic content
of the search object. In view of the above, we will consider one of the approaches to the definition of
semantic markers, which essentially means the formation of the semantic core of the national
educational space in the most popular Google search network in Ukraine.
Documents that reflect the activities of higher education institutions can often be characterized by
the following basic keywords: university, institute, higher education, specialty, external independent
evaluation, student, graduate student, doctoral student, bachelor's or master's degree. However, there is
no guarantee that the user will use the base keywords to search. Table 1 shows a snippet of a potential
semantic core generated by Google Ads based on ten basic keywords. It contains 591 user search terms
for the period from 01/05/2022 to 30/04/2023.
Figure 3: The most popular search engines in Ukraine (https://newage.agency)
Analysis of actions and behavior of users on the Internet allows you to: set the frequency of relevant
requests for a certain period (Table 1, column 2); divide them into low-frequency, medium-frequency
and high-frequency; establish the geodependence of requests, ie relevance in a particular area; the level
of competition and the cost of advertising in a particular position (table 1, columns 3-5).
Analysis of the data in table 1 shows the following:
terms can consist of the same words in different sequences (гете інститут, інститут гете);
deadlines may contain errors (the term «інститу» has an average frequency of 5,000 requests
per month;
terms can be used in the singular and plural when searching for documents on similar topics
(маркетинг університети, університет маркетингу);
search queries can be formed in different languages (університет, университет);
different search terms may have the same semantic meaning (дистанційне навчання,
навчання, дистанційне навчання бакалаврат);
search terms can determine the user's intentions to find, buy or learn something (університет
шевченка вартість, бакалавр за 2 роки);
search terms can be indefinite or ambiguous (студент хелп, навчання за обміном).
Table 1
Fragment of the list of search terms of users for the period from 1/05/2022 to 30/04/2023
Avg. monthly Top view rate
Keywords Сompetition
searches Min Max
1 2 3 4 5
гете інститут 500 Low 2,92 84,14
інститут гете 500 Low 2,93 58,02
маркетинг університети 500 Low 3 34,45
магістр 5000 Low 8,25 15,5
інститут 5000 Low 2,26 14,18
інститу 5000 Low 2,26 14,18
інститут гринченка 500 Low 0,99 13,63
менеджмент 50 Low 1,64 9,92
університети
університет маркетингу 50 Low 2,54 9,91
магістр юа 500 Low 5,27 9,37
студенческие работы 50 Medium 4,92 8,3
Avg. monthly Top view rate
Keywords Сompetition
searches Min Max
1 2 3 4 5
медико природничий 50 Low 7,62 7,64
університет
студент хелп 5000 Low 3,95 6,41
бакалавриат за 50 Medium 2,45 4,95
рубежом
інститут дизайну 50 Low 0,99 4,94
навчання за обміном 50 Medium 1,38 4,67
психолог університети 50 Low 2,11 4,6
міжпредметне 500000 Low 1,44 5,58
тестування
бакалавр це 5000 Low 1,65 3,88
тестування для 50 Low 1,76 3,68
магістратури
дистанционное 50 High
обучение бакалавриат
ежедневник для 50 High
студента
дистанционный 50 High
бакалавриат
бакалавр за 2 года 50 High
университет шевченка 50 Low
вартість
Thus, one of the key indicators used by the search engine to meet the information needs of the user
is the optimization of texts and metadata on the information resource for search terms [8]. This means
that the high-frequency search terms of the semantic core should be used in the formation of the content
of the information resource, which should provide stable traffic (Table 2).
Table 2 draws attention to the search term «мультипредметне тестування» with an average number
of queries of 500,000 per month with low competition for a high advertising position in the search
network.
Table 2
A fragment of the list of high-frequency search terms of the educational environment
Avg. monthly Top view rate Keywords
Keywords Сompetition
searches Min Max
магістр 5000 Low 8,25 15,5
мультипредметне 500000 Low 1,44 5,58
тестування
університет 5000 Low 0,59 4,1
вища освіта 5000 Low 1,65 2,45
спеціальність 5000 Low
студент 5000 Low
стипендия 5000 Low
диплом 5000 Low
бакалавра
з днем студента 5000 Low
It can also be noted that one of the conditions for constant traffic of the target audience is a common
semantic core (Fig. 4).
Figure 4: Semantic core as a relationship between the target audience and the content of information
resources
Advertising of educational services has certain functions, among which the main ones are:
informational; value-oriented; communicative [7]. In total, humanity has spent more than 1.8 billion
years on the Internet in the past year alone. This is the data of the annual report Global Digital 2022.
Most of this time – in social networks. Today, 4.9 billion of the world's nearly eight billion people use
social networks – more than half. The number of social media supporters has tripled in the last decade
and has grown by about 16% in the last year, partly due to the pandemic and wartime.
At present moment the use of social networks became more diverse than before. Previously, the
priority was interpersonal communication, and now they are increasingly used for private business and
view the latest news.
7. Conclusions
There are many factors that affect the ranking positions of representative information resources on
the Internet. They change over time, but for a long time one of the most important is the optimization
of content (texts and metadata) for targeted user requests. The identified problem is always relevant,
including in the educational space, as it requires constant updating of official resources. The problem
is exacerbated by the fact that users' views on the semantic content of resources are constantly changing
and may also depend on geographical location, age, gender, ethnicity, religion. A scientific approach to
forming the semantic core of the educational space can be the solution, with a key focus on
understanding the needs and demands of stakeholders (prospective students and their parents, teachers,
employers). It's also important to understand that the semantic core is not static and requires continuous
improvement based on new trends, changes in the educational landscape, and user queries.
The approaches to creating a semantic core demonstrated in the article can be successfully applied
to other semantic directions, not limited to the educational space. The semantic core is a tool that can
be applied to any type of business, project, or website. The fundamental principles remain similar:
studying the target audience to understand its needs, identifying key words and phrases that best reflect
the content or services directly (even competitor websites can serve as sources of ideas), optimizing
content in accordance with the chosen key words, and creating high-quality content (informative,
engaging, and valuable for the specific audience).
The general principles and approaches to creating a semantic core remain consistent, but the key is
adaptation to a specific industry or field of activity, which may be the subject of further scientific
research."
8. References
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[2] A. S. Shtern, Introduction to psychology: a course of lectures for linguistic students, 2nd ed., 2012.
[3] A. Yu. Shiling, Linguistic methods and means of planning the provision of educational
services using Web communities, PhD thesis, Lviv Polytechnic National University, Lviv,
2019. URL: https://lpnu.ua/sites/default/files/2020/dissertation/1403/dysshilinhayu.pdf.
[in Ukrainian]
[4] F. Kotler, F. Karen, Strategic marketing for educational institutions [trans. from English],
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[6] H. Vynogradska, Why Ukrainians are afraid of working professions, 2016. URL:
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