DIGITALIZATION OF EXHIBITION ACTIVITIES AND ITS IMPACT ON INNOVATION PROCESSES IN COMMODITY MARKETS
Abstract
on innovation processes in commodity markets under conditions of economic transformation. The relevance of the topic is determined by the growing role of digital technologies in ensuring effective interaction between market participants and enhancing the efficiency of marketing communications. Digital transformation is becoming a key factor in adapting exhibition activities to modern business conditions, expanding their functional capabilities and increasing accessibility. The purpose of the study is to identify the impact of digital exhibition tools on the development of innovation processes and the infrastructure of commodity markets. The research methodology is based on the application of system analysis, comparative analysis, and generalization methods, which made it possible to assess the role of digital platforms in exhibition activities and their integration into enterprise marketing strategies. The results of the study demonstrate that digitalization significantly changes the format and content of exhibition activities by introducing virtual and hybrid models. This contributes to the expansion of audience reach, reduction of organizational costs, and improvement of communication processes between producers, consumers, and other stakeholders. It is established that digital exhibition platforms act as an important element of market infrastructure and facilitate the commercialization of innovative products, accelerating their entry into the market and strengthening their competitive positions. The practical value of the study lies in the possibility of using its results for improving enterprise marketing strategies, developing innovation policy, and increasing the effectiveness of exhibition activities through the implementation of digital tools. The findings can be applied in the process of strategic planning and management of exhibition projects in order to enhance the competitiveness of innovative products in commodity markets.
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