How Russia uses science to justify the annexation of Ukrainian territories

Generation Z makes up the largest proportion of the world’s population and owns active spending power. Born in the internet information age, they have diverse values and consumer behaviors compared to other cohorts of generations. While there has been a significant increase in research on the purchasing behavior of Generation Z in recent years, there are particularly few bibliometric studies in this field. This study aims to sort out the current research status on the purchasing behavior of Generation Z, identify the evolution of purchasing behavior research of Generation Z, determine key research hotspots, and explore future research directions and priority suggestions by analyzing the current literature. The bibliometric analysis is based on the citation information of 638 literature items about Generation Z purchasing behavior in the Scopus database. The results sort out the knowledge structure of the purchasing behavior domain of Generation Z and draw a visual map of the network. Four popular research themes are identified based on keyword co-occurrence analysis, namely the influencing factors of Generation Z consumption behavior, the comparative study with other generations of consumers, the analysis from the perspective of human demography, and the study of sustainable consumption behavior. Studies on Generation Z consumers’ spending habits from 2001 to 2022 may be divided into three stages related to the growth process of Generation Z. Future research should focus on the influence of social media on the purchasing behavior of Generation Z and the sustainability of their consumption patterns.

This study examines the dynamics and effectiveness of investments in Kazakhstan’s research and development (R&D). The primary aim is to assess the efficiency of scientific research activities in Kazakhstan by analyzing the relationship between R&D investments and scientific outputs across different periods. As a methodological approach, Data Envelopment Analysis (DEA) calculates efficiency indicators by transforming multiple inputs into outputs. Descriptive analysis comprehensively explains trends and patterns in R&D funding, scientific publications, and patent registrations. The results reveal a substantial increase in R&D expenditure. Despite this, the share of domestic R&D expenditures from the gross domestic product (GDP) declined from 0.25% to 0.12%. The analysis also uncovered a significant surge in scientific publications, with Scopus publications increasing from 1,799 to 28,280 and Web of Science publications rising from 1,468 to 20,532 across the study period. However, a contrasting trend was observed in patent registrations, which decreased from 6,968 to 2,612, indicating potential inefficiencies in translating research into innovations. The study concludes that while Kazakhstan has demonstrated notable progress in enhancing research output, the decline in patent registrations relative to the increase in R&D investments underscores the need for strategic initiatives. These should strengthen industry-academia collaboration, enhance innovation infrastructure, and balance incentives for publications and patents, ensuring that R&D investments translate into tangible innovations and contribute effectively to the nation’s socio-economic development.

Acknowledgment
This research article has been supported bу the Ministry of Education and Science of the Republic of Kazakhstan within the project «Development of а model for evaluating the effectiveness of research activities of universities in Kazakhstan based on non-parametric and semi-parametric data analysis» (IRN AP13268842). А.I.Р. thanks the lnstitute of Solid-State Physics, University of Latvia. ISSP UL as the Center of Excellence is supported through the Framework Program for European universities, Union Horizon 2020, H2020-WIDESPREAD-01-2016-2017 TeamingPhase2, under Grant Agreement No. 739508, CAMART2 project.

Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the development process, current hotspots, and future trends of IMC research. Moreover, it explores the characteristics and patterns of IMC research. First, this paper shows the annual literature volume, leading countries, journals, and authors in IMC research through bibliometrics. Then, five hot research topics are identified through keyword co-occurrence analysis, namely IMC theory and models, brand communication, media research, customer research, and marketing strategy. From 1991 to 2020, IMC research is divided into five phases, each of which is related to the enhancement of user interaction. Future IMC research will continue to be user-centered, and IMC research will continue with social media and branding, as well as research on other topics that can further enhance user interactions. This paper also finds that the characteristics of the concept of IMC itself lead to a constant renewal of its connotations, which is one of the reasons why scholars cannot reach a consensus on the concept of IMC.

Acknowledgments
We thank Associate Professor Zhenkun Cui of Henan Institute of Science and Technology for his valuable comments during the writing and revision of this paper. The following research projects supported this study: (1) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZDJH-0099; (2) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZZJH-158; (3) Henan Province Social Science Planning Project No. 2021BZZ004; and (4) Xinxiang Social Science Federation Research Project No. 2021-167.