TRANSFORMATION OF MARKETING COMMUNICATIONS IN THE CONTEXT OF DIGITALIZATION OF BUSINESS AND ENTREPRENEURSHIP ECONOMY UNDER MARTIAL LAW

Abstract

Introduction. The current stage of development of the world economy is characterized by the rapid digital transformation of all spheres of economic activity. For Ukraine, this process has acquired a fundamentally new dimension in the context of the full-scale military invasion, which began in February 2022: entrepreneurship is faced with the need to simultaneously adapt to digitalization and function in conditions of unprecedented economic instability, infrastructure destruction and transformation of consumer behavior. Under the circumstances, marketing communications have turned from a tool for promoting goods and services into a critical mechanism for business survival, maintaining the trust of stakeholders and maintaining market positions.

The transformation of marketing communications under martial law is due to the action of two interrelated factors. On the one hand, global digitalization trends have significantly changed the channels, formats, and logic of interaction between businesses and consumers long before the outbreak of the armed conflict. On the other hand, martial law has dramatically accelerated the transition to digital communication tools, as traditional offline channels have proven to be unviable or ineffective in the face of physical destruction, forced migration, and general instability. Thus, digitalization has become not only a strategic trend, but also a tactical necessity to maintain the communication presence of business.

At the same time, the scientific understanding of this phenomenon remains insufficient. Most research in the field of marketing communications either focuses on the general patterns of digital marketing outside of a crisis context or considers crisis communications in isolation from digitalization processes. The specifics of the functioning of entrepreneurship in the context of an active armed conflict, combined with accelerated digital transformation, remain poorly studied. The lack of a holistic theoretical model that would take into account the synergistic influence of these two factors on business communication strategies determines the relevance and scientific significance of the chosen topic.

The article is aimed   at substantiating the modern transformation of marketing communications in the context of digitalization of business and entrepreneurship economics under martial law as a synergistic impact of two simultaneous transformation processes of war shock and digitalization on marketing communications of Ukrainian entrepreneurship as a holistic phenomenon, and not its individual aspects.

Materials and methods.  The materials of the study are: 1) scientific works of domestic authors devoted to the transformation of marketing communications in the context of digitalization of business and entrepreneurship economics under martial law; 2) the results of analytical research on the transformation of marketing communications in the context of digitalization of business and entrepreneurship economics (successful cases).

In the process of conducting the study, the following scientific methods were used: analysis and synthesis - to systematize theoretical approaches; abstract-logical method - to describe the content of the transformation of marketing communications in the context of digitalization of business and business economics under martial law; case analysis, content analysis - to verify successful cases of digital marketing transformation; logical generalization of results (formulation of conclusions and construction of a cyclical model of transformation of marketing communications in the context of digitalization of business and entrepreneurship economy under martial law).

Results. The article substantiates that classical scientific approaches to the study of the transformation of marketing communications are based on three interrelated conceptual blocks: the digitalization of marketing communications, entrepreneurship under crisis conditions, and the economics of entrepreneurship under shock influences. At the same time, it is established that contemporary research on the transformation of marketing communications in the context of business digitalization and the economics of entrepreneurship under martial law operates with such key categories as the digital transformation of marketing communications, enterprise communication resilience, and the military marketing context.

A triadic system of scientific terms has been developed, reflecting the content and logic of the transformation processes of marketing communications under these conditions. In addition, the content of the transformation of marketing communications in the context of business digitalization and the economics of entrepreneurship is revealed, taking into account its economic effect and practical orientation. Successful Ukrainian cases of digital marketing transformation are presented, confirming the effectiveness of integrating digital tools into the communication policies of enterprises.

It is demonstrated that the modern transformation of marketing communications in the context of business digitalization and the economics of entrepreneurship is driven by the synergistic impact of two simultaneous transformational processes—war-related shock and digitalization—on the system of marketing communications of Ukrainian entrepreneurship. On this basis, a cyclical model of the transformation of marketing communications has been developed, reflecting the adaptive mechanisms and dynamics of changes in enterprise communication activities under martial law.

Prospects. Further research should focus on quantifying the multiplier effect of digital communication tools, assessing long-term changes in consumer behavior, and developing integrated models of communication resilience in crisis environments.