Marketing of values in the human capital formation hierarchy: Structural transformation and impact assessment

Human capital determines the quality of well-being, innovations, resources, and competitiveness of the country in the international arena. The influence of the marketing of values plays an exceptional role in shaping its structure. Based on the above considerations, the purpose of the study was to model the impact of demographic, social, financial, and economic factors, as well as the marketing of values (Marketing 3.0) components, on human capital development through dynamic and regression analysis within a public-private partnership project. A pilot study, conducted through expert surveys (interviews and questionnaires) from 2022 to 2024, helped clarify the structure and impact of the marketing of values on human capital formation. A three-dimensional model and an adaptation matrix for assessing the influence of the marketing of values on human capital development were proposed. The influence rating of the components within the marketing of values was justified: 26.1% due to innovative and omnichannel marketing, 23.2% – due to social and ethical marketing, 17.4% – due to ecological marketing, 7.2% – due to aesthetic marketing. The component-by-component assessment revealed the greatest influence of environmental marketing on physiological capital (60%); omnichannel marketing on social capital (60%) and on the effect of public goods (50%); innovative marketing on entrepreneurial capital (60%) and intellectual capital (50%); social and ethical marketing on the effect of public goods (50%). It was proven that the effect of human capital formation is determined by the impact of the marketing of values components. The proposed concept outlining how the marketing of values affects the structure of human capital, along with the adaptive quantitative assessment matrix, should be applied to optimise the influence of the marketing of values on human capital across all levels of the national economy