摘要：Public governance significantly transformed over the last several decades that is determined by numerous external and internal factors. Digitalization of social and economic relations results in the appearance and implementation of a new kind of innovation in public management – e-governance. Therefore, developing the marketing and management strategy of such innovation as e-governance is considered a necessary precondition for trust in government. The paper aims to determine the impact of e-governance on trust in government and the development of recommendations on marketing and management of it. In the paper, the authors systematized main national and foreign approaches to measuring e-governance efficiency both at the level of central and sub-central governments. It is also realized a bibliometric analysis with VOSviewer v.1.6.16 to identify key contextual directions of scientific research on e-governance, marketing, and management and clarify its intercepts. The paper has developed a scientific hypothesis about the positive influence of e-governance on central and sub-central government brands and citizens' loyalty. To test this hypothesis, a panel data regression analysis was realized using Stata 12/SE software. In the regression model as a proxy of e-governance efficiency (independent variable), an E-Government Development Index (EGDI) is chosen, which is a composite indicator of three indices such as online service index, telecommunication index, and human capital index. It is chosen as a proxy central and sub-central government brand and citizens' loyalty (dependent variable), an indicator of Trust in Government that is calculated by the Organisation for Economic Co-operation and Development (OECD) and refers to the share of people who report having confidence in the national government. Besides, the regression model includes a sample of control variables such as Worldwide Governance Indicators. The country sample consists of 19 OECD member states (European countries): Austria, Belgium, Czech Republic, Denmark, Finland, France, Greece, Hungary, Italy, The Netherlands, Poland, Portugal, Slovak Republic, Sweden, Great Britain, Estonia, Latvia, Lithuania, and Slovenia. 2008-2020 (specifically, 2008, 2010, 2012, 2014, 2016, 2018, 2020). Under the bibliometric and regression analysis results, a set of practical recommendations on the perspectives of central and sub-central governments' marketing and management of e-governance.
关键词：marketing; management; innovation; e-governance; trust in government; panel data analysis
