THE INFLUENCE OF SMM MARKETING AND PERSONNEL COMPETENCE ON THE DEVELOPMENT OF LOGISTICS MANAGEMENT OF MODERN DOMESTIC ENTERPRISES

Abstract

Globalization, digitalization, and wartime challenges have forced Ukrainian enterprises to seek new solutions for strengthening the efficiency and resilience of logistics systems. The article is devoted to the study of the impact of SMM marketing and personnel competence on the development of logistics management in modern Ukrainian enterprises of construction sector of the economy under the conditions of global economic transformations and wartime challenges. The research highlights the importance of social media tools in ensuring effective communication with clients and partners, promoting innovative products, and improving demand management and forecasting of consumer needs. The paper also emphasizes the decisive role of personnel competence, which determines the ability of employees to apply digital technologies, coordinate logistics processes, and adapt to dynamic changes in the business environment. The methodology is based on a systematic and comparative analysis of modern approaches to logistics management, marketing communications, and digitalization of supply chains. The research integrates both Ukrainian and foreign scientific perspectives, highlighting the importance of combining theoretical knowledge with practical experience in logistics management. The research highlights the importance of social media tools in ensuring effective communication with clients and partners, promoting innovative products, and improving demand management and forecasting of consumer needs. The paper also emphasizes the decisive role of personnel competence, which determines the ability of employees to apply digital technologies, coordinate logistics processes, and adapt to dynamic changes in the business environment. The integration of SMM marketing into logistics management, combined with continuous professional development of personnel, is a prerequisite for successful adaptation of Ukrainian enterprises to dynamic market conditions. Human capital and digital marketing tools become decisive drivers of supply chain efficiency, competitiveness, and long-term business sustainability during the post-war recovery period.