Charita Jashi

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Charita Jashi PHD
Head Caucasus Development Group, professor Tbilisi State University of Business and Economic Faculty, Gender Study Institute and Center of Social Science of Tbilisi State University leading marketing principles, social marketing, consumer`s behavior, B2B marketing , gender economics;
She was engaged in the elaboration of the national policy and strategic documents for gender mainstreaming in Georgia under the frameworks of EDPRP, MDGs, CCA/UNDAF and other strategic planning processes. Working as a programme manager and expert at the international partnership programmes (UNDP, OSCE/ODHIR, OSGF, World Bank, Oxfam,FAO). She specialized in macro micro linkaged of gender and economics , social marketing, poverty reduction, social protection and gender budgeting. She is founder and president of Association of Economic Education of Georgia and Association of Caucasus Development Group.

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Papers by Charita Jashi

The Role of Social Media in Healthcare Marketing

Advances in healthcare information systems and administration book series, Dec 10, 2023

GBI FinancPolicy Book Final.14.02.

Gender Dimension of Financial Policy in Georgia , 2009

The publication refers to gender aspects of financial policy of Georgia, methodology of analysis,... more The publication refers to gender aspects of financial policy of Georgia, methodology of analysis, gender trends and development issues in the fields of healthcare, education and labour market in Georgia, and the ways of their financial resolution at both national and local levels. The publication also reflects international experience and gives recommendations, which might be of interest for the representatives of civil society, as well as national and local authorities.

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Charita-Jashi

Impact of Social Marketing for Changing Behavior During the COVID–19 Pandemic, 2022

Impact of Social Marketing for Changing Behavior During the COVID–19 Pandemic 􀀂Charita Jashi Doct... more Impact of Social Marketing for Changing Behavior During the COVID–19 Pandemic
􀀂Charita Jashi
Doctor of Economics
Ivane Javakhishvili Tbilisi State University Associated Professor
Ekaterine Urotadze
Doctor of Economics
Ivane Javakhishvili Tbilisi State University Associated Professor
SUMMARY
An important aspect of the COVID 19 pandemic is the vaccination strategy (immunization), which is
actively implemented in many countries around the world. The purpose of this article is to analyze the ongoing
immunization process in different countries based on a review of the latest publications and searches. The paper
focuses on three issues: changes for social behavior, social marketing tools to activate immunization, social
networks - an arena for discourse of vaccine proponents and opponents. The paper discusses the so-called 5C
model, which includes the following factors: trust, limitation, self-confidence, calculation and collective
responsibility. This model emerges as driver and affects on individuals behavior, who are neutral or negative
regarding immunization. There`s is urgent need to increase amount of vaccinated people , it is essential to promote
varies forms of stimulation of different segments of population. Social networks are used intensively for effective
and large-scale management of health and social campaigns. In addition, individuals who are skeptical about
vaccination are involved in social networks and react in negative way to the information provided. Any
information about the vaccine is perceived by them not as a standard product relevant to the scientific process, but
as an individual irrational interpretation that hinders the immunization process. Social media is a powerful
instrument and has a strong impact on an individuals behavior, systematic research is needed in this area ,so that
everyone is aware of the benefits of COVID 19 vaccination.
Keywords: health policy, vaccination, behavior changing, social media

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Social-ethic aspects of marketing (conceptual overview)

Universal, 2016

The new context of marketing in social media (conceptual review)

Abstract This article is dedicated to the main powerful instrument of marketing – Social media, w... more Abstract This article is dedicated to the main powerful instrument of marketing – Social media, which altered the environment of marketing, customer’s habits and preferences. The growth of knowledge and experience gave customers more capability and power in the market. This article is based on more than 50 modern publications, websites and blogs. It particularly reviews conceptual aspects of social media marketing and influence marketing. Several surveys have been conducted in Georgia about social media marketing. Unfortunately, scientific work on influencer marketing is almost nonexistent. The work refers to the different steps of the development of digital marketing, the forms and modern methods of social media and influencer marketing. Both of them impact customer’s behavior, their attitude towards different brands and facilitate decision-making process of purchasing. According to the literature, the main differences between social media marketing and influencer marketing are the following: social media marketing concentrates on the rise of popularity of specific brands, while influencer marketing plays its role to influence potential buyers to purchase their product. Influencer marketing positioning brands on social media platform giants like Facebook, Instagram, YouTube, Twitter and etc. The ability of customers to reach the fitting content makes them more mobilized during the decision-making process. Unlike traditional marketing, influencer marketing helps customers make faster and more accurate decisions towards brands and their products. Influencer marketing promotes social advantages and the importance of trust in customers. A lot of researchers think that Influencer marketing has a big potential. It is possible that we witness the substantial increase of influence followers in the near future which will guarantee their financial stability. There is also an idea which promotes the usage of artificial intelligence algorithms and beforehand written texts by companies will be the things of past. Social media is a very important source of communication and marketing. It is always transforming with the ongoing innovations and certainly it is very difficult to predict the future of this field. In the current years, the influencer marketing has been used in many industries, such as design, fashion industry, tourism and medicine. Influencer content is significant and valuable for attracting tourists in the country. Influencer`s impact is high in the buying decision processes of destination places, hotel services, air tickets and tourist agencies. The role of influencer marketing is increasing daily for building effective marketing strategy. Influencers in Georgia are mostly limited to conducting trainings, master classes and writing blogs. There are certain individuals, who aim to inspire a mass brand following, however their income is quite low. How the customers perceive influencer marketing and how correctly and purposefully the latter is used to disseminate information requires further research. This article is the first try to create a conceptual analysis of influencer marketing in Georgia. We think that without methodological and theoretical aspects the research won’t be successful and productive. Considering the importance of this issue, it is necessary to conduct comprehensive research, which should be accessible for marketers working in both practical and academic fields.. Key words: Social media, Social media marketing, Influencer marketing , Purchasing decision, Followers of the brand

Gender Aspect of Healthy Reforms in Georgia

Main Aspects Of Violence Against Women and Girls With Disabilities MAIN ASPECTS OF VIOLENCE AGAINST WOMEN AND GIRLS WITH DISABILITIES CONTENT

Effects of macroeconomic policy on poverty and gender equality / Georgian case/

Conceptual and Practical Aspects of Peace Marketing in Tourism (Georgian Case)

by Nugzar Todua and Charita Jashi

Gender Paradoxes in Heath Care Systems

International Conference Performing Europeanization: the Case of Georgia and Other EaP Countries

ms2018-Presentation-Template-1-5 (1)

Gender equality, social protection and rural development in eastern Europe and Central Asia

Professor, researcher and expert in gender issues with more than 30 years of experience. Larisa s... more Professor, researcher and expert in gender issues with more than 30 years of experience. Larisa specializes in studies of gender ideology and politics, education, the socio-political status of women and their security, as well as in the development of social standards and gender expertise. Until 2015, Larisa Kobelyanskaya was the Director of the Department of Family and Gender Policy in the Ministry of Social Policy and the Advisor to the Minister of Social Policy on Gender Equality. She has coordinated UNDP projects on gender equality for more than 15 years. She participated in the Fourth World Conference on Women (1995, Beijing), and in numerous international forums and conferences under the auspices of the UN and also as a member of governmental delegations. Larisa works with several governmental, international and non-governmental organizations as an expert, consultant and adviser on gender issues. She is a member of several expert councils.

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Gender Economic Issues: The Case of Georgia

... SIDA) Project Gender and Politics in the South Caucasus. Page 2. Editors : Mirian Tukhasvili ... more

Charita Jashi Gender Economic Issues: The Case of Georgia

Published with the financial assistance of the UNDP and Swedish International Development Agency ... more

Results of public opinion study with the purpose of inculcation of gender budgeting in the self government

Gender Dimensions of Financial Policy of Georgia

Behavior Changing through of Social marketing (Georgian Case). http://wsmconference.com/programme

v Charita Jashi , professor Nugzar Todua, professor Head of Marketing Department Tbilisi State Un... more v Charita Jashi , professor Nugzar Todua, professor Head of Marketing Department Tbilisi State University Georgia Behavior Changing through of Social marketing Georgian Case The process of economic transformation in Georgia is accompanied with the emergence of new values and establishment of entirely different relationships requiring a review of the current marketing approaches. Such changes considerably affect the psychological and social condition of consumers as well as their mode of conduct. Establishing welfare and healthy lifestyle is an important problem in the country. Social Marketing is one of the modern trend of Marketing, which aims not only to focus on markets and needs of consumers, but to examine how marketing can be used as a strategy for changing behavior of the consumers for empowering well being of population . The goal of social marketing is to see incentives, to encourage more people to enter and pursue academic career and social marketing within the public heal...