ASSESSMENT OF THE IMPACT OF SMM-MARKETING AND PERSONNEL COMPETENCE ON THE LOGISTICS MANAGEMENT OF DOMESTIC ENTERPRISES IN CONDITIONS OF UNCERTAINTY

Abstract

This article aims to advance theoretical and methodological approaches to strengthening the efficiency of logistics management in Ukrainian construction enterprises by integrating SMM marketing tools and developing personnel competencies. The study emphasizes how digital communication channels, data-driven logistics solutions, and professional skills collectively enhance the stability and transparency of supply chains during wartime disruptions and throughout post-war reconstruction. The research applies systemic, comparative, and analytical methods to examine the interaction between logistics technologies, SMM practices, and human-capital development. Case analyses of construction companies, modeling of logistics flows, and evaluation of digital skills provide insights into how enterprises adapt to resource shortages, infrastructural damage, and high-risk market conditions. Findings demonstrate that combining automated tracking systems, digital warehousing, and SMM-driven communication significantly reduces delays, improves coordination among contractors, and increases investor confidence. Personnel competencies in digital planning, supply-chain monitoring, and risk forecasting are shown to be decisive for achieving operational resilience. SMM platforms serve not only as promotional tools but also as mechanisms for maintaining stakeholder engagement, boosting project visibility. The proposed approaches may be used by construction and development companies to optimize supply-chain strategies, implement corporate training programs, and design integrated communication ecosystems. Applying SMM analytics to logistics processes enhances decision-making speed, resource allocation, and responsiveness to market changes. The study develops an integrated conceptual framework that combines logistics management, SMM marketing, and competency-based personnel development. This framework contributes to forming a modern, adaptive model of sustainable growth for Ukrainian construction enterprises operating under high uncertainty and preparing for large-scale post-war recovery.