Identifying patterns of interest in the topic of managing equity capital of the enterprise

Increasing attention to the issues of finding tools to meet the defined needs and interests of investors determines the relevance of the development of the goals of managing equity capital of the enterprises. The goal of the study was to formulate recommendations for determining the patterns of interest in the management of equity capital of the enterprise. The research methodology is based on the use of theoretical and empirical methods, in particular methods of Internet resource analysis, forecasting, decision support system Decision Making Helper, etc. During the analysis of interest in the topic of managing equity capital of the enterprise in English, the tools of the Google Trends web application were used. On the basis of these data, predictive models of trend lines for the concepts of “equity capital of the company” and “equity capital of the enterprise” were built, which have a satisfactory approximation reliability value and can be used to identify patterns of interest in the topic of enterprise equity management. However, the frequency of search queries for these terms in the Ukrainian language in the world and in Ukraine, starting from 2015, was very low. The assessment of alternative key goals of financial management of equity capital of the enterprise was carried out using the decision support system Decision Making Helper. The priority of ensuring the effective structure of equity capital of the enterprise and the proper level of its capitalisation was determined as the top priority. The practical significance lies in the developed recommendations that can be applied in assessing the relevance among users of Internet resources of information related to equity capital of the enterprise, and in assessing the key goals of financial management of equity capital of the enterprise in order to improve their functioning