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УДК 338.24:656:004]:351.86(477)

DOI: https://doi.org/10.36887/2415-8453-2026-2-32

Samoilenko Bohdan Vitaliyovych,
PhD, Doctoral researcher at Lesya Ukrainka Volyn National University,
https://orcid.org/0009-0006-2380-314X
Mokhniuk Anna,
PhD in Economics, Associate Professor, Associate Professor at the Department
of Economics and Trade,
Lesya Ukrainka Volyn National University,
https://orcid.org/0000-0001-5583-6698
Volynets Iryna,
PhD in Economics, Associate Professor, Associate Professor at the Department of Management,
Lesya Ukrainka Volyn National University,
https://orcid.org/0000-0003-2556-2109
Zhovkovska Tetiana Tarasivna,
Doctor of Economics, Associate Professor, Director, Chortkiv Professional College of Economics and Entrepreneurship,
Chortkiv Professional College of Economics and Entrepreneurship,
Western Ukrainian National University,
https://orcid.org/0000-0003-3675-3330
Shabala Oleksandr,
Assistant Professor at the Department of Economics and Trade, PhD in Economics,
Lesya Ukrainka Volyn National University,
https://orcid.org/0000-0003-0928-8787

JEL classification: O33, L91, H56

Modern service enterprises operate in a dynamic digital environment that imposes strict requirements for information exchange speed, business process transparency, and personalized interaction. In these circumstances, traditional hierarchical communication models lose their effectiveness, and digital transformation becomes an inevitable path for ensuring competitiveness. The specificity of management in the context of digitalization lies in the transition from “point-to-point” IT tool implementation to the formation of holistic communication ecosystems. It should be noted that the digitalization of marketing and communications not only optimizes operational activities but also serves as a strategic asset that legitimizes the business model in the digital economy, fostering high customer loyalty and minimizing information-gap risks in the value chain. This process becomes particularly relevant in the context of intensifying international logistics activity, where digital strategies are a key factor in synchronizing global flows and ensuring supply chain resilience. The purpose of the article is to substantiate the conceptual foundations for transforming communication and marketing strategies of enterprises under the influence of digitalization, to develop an integrated model of a digital interaction management ecosystem, and to determine its effectiveness parameters in modern economic conditions, considering the dynamics of development of international logistics infrastructure. The study utilized a complex of scientific methods: theoretical and methodological analysis and synthesis of professional sources in the field of digital marketing and management; a systems approach for describing communication ecosystems; logical-structural modeling of digitalization stages from Web 1.0 to Web 3.0; and a comparative analysis of traditional and digital business interaction models through the prism of operational efficiency and costs. Attention is paid to the methods of economic and statistical analysis of socio-economic activity indicators of international logistics service market entities. It is well established that in the digital economy, communications should be understood as an integrated system for managing data and stakeholder expectations at key digital touchpoints, rather than merely a set of media channels. The paper chronologically systematizes five stages of digital business evolution and identifies key drivers of marketing transformation: Artificial Intelligence (AI), Big Data analytics, and omnichannel communication. An original structural and functional model of the enterprise’s digital communication system is proposed that integrates technological, analytical, and behavioral levels. It is substantiated that the implementation of this model directly stimulates socio-economic activity in international logistics processes through the automation of cross-cultural communication and the transparency of cross-border operations. Applied indicators for evaluating the effectiveness of digital innovations are determined through information exchange speed, billing transparency, and the quality of automated customer service. The practical value of the proposed approach lies in the transition from fragmented automation to the systemic management of customer experience and internal coordination. It is proven that building a holistic communication ecosystem increases the level of interaction digitalization, which significantly optimizes operating costs, increases the enterprise’s investment attractiveness, and ensures its resilience to technological challenges. Systemic integration of CRM, AI, and Big Data is identified as a necessary condition for the sustainable development and expansion of enterprises’ socio-economic influence within international logistics systems.

Keywords: digitalization, digital transformation, digital marketing, service sector, communication ecosystem, artificial intelligence, Big Data, customer experience, Web 3.0, operational efficiency, international logistics, socio-economic activity.

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The article was received 31.05.2026

Quote article, APA style

Samoilenko B. V., Mokhniuk A. , Volynets I. , Zhovkovska T. T., Shabala O. 31.05.2026. Digital transformation strategy for logistics communications to ensure national security and restore ukraine’s economic activity. Ukrainian Journal of Applied Economics and Technology. 2026. №2. 178-184 pp. https://doi.org/10.36887/2415-8453-2026-2-32

Quote article, MLA style

Samoilenko B. V., Mokhniuk A. , Volynets I. , Zhovkovska T. T., Shabala O. Digital transformation strategy for logistics communications to ensure national security and restore ukraine’s economic activity. Ukrainian Journal of Applied Economics and Technology. 31.05.2026. https://doi.org/10.36887/2415-8453-2026-2-32