TOOLS FOR ASSESSING THE SOCIO-ECONOMIC EFFECTS OF THE ACTIVITIES OF UKRAINIAN POSTAL AND LOGISTICS OPERATORS IN THE GLOBAL DIGITAL ENVIRONMENT

The article substantiates the feasibility of using a comprehensive approach to digital assessment of the socio-economic effects of marketing activities of postal and logistics operators of Ukraine in the context of the development of the digital economy. A three-component analytical model is proposed, covering the communicationreputational, behavioral-activity and instrumental-influential levels of analysis, which allows combining qualitative and quantitative indicators of digital activity of companies into a single evaluation system. It is established that digital positioning and brand marketing form not only the competitive advantages of postal and logistics operators, but also affect the level of public trust and the intensity of economic interactions in the digital environment. It is proven that web traffic indicators can be considered as important indicators of the actual socio-economic activity of users and real demand for logistics services. It is substantiated that the tools of targeted advertising and content strategy perform the function of targeted influence on the formation of consumer behavior and stimulation of economic activity. The proposed approach was applied to conduct a comprehensive analysis of the digital activity of the leading postal and logistics operators of Ukraine (Nova Poshta LLC, Ukrposhta JSC and Mist Poshta LLC) on the Internet. The analysis of digital communications and positioning showed that all companies actively use brand communication tools and maintain a systematic presence on key social media platforms. Nova Poshta is characterized by the highest level of activity and recognition on TikTok and Instagram, Ukrposhta demonstrates a more balanced communication strategy using philately as an element of national branding, while Meest is mainly focused on an international audience and actively uses targeted advertising within the Meta ecosystem. The study of the web traffic structure revealed significant differences in the digital strategies of the operators. Nova Poshta is characterized by the strongest brand power and recognition, Ukrposhta demonstrates the predominance of organic search traffic, whereas Meest has the most diversified structure of traffic sources. The analysis of targeted advertising showed that Nova Poshta is the leader in terms of advertising activity, Ukrposhta makes almost no use of paid promotion channels, and Meest considers them one of the key tools for attracting users. All operators direct advertising traffic mainly to their own websites.