ФОРМУВАННЯ МОТИВАЦІЙНИХ ПРІОРИТЕТІВ І МЕХАНІЗМУ СТИМУЛЮВАННЯ РОЗВИТКУ СОЦІАЛЬНОГО ПІДПРИЄМНИЦТВА

The article explores the comprehensive development of social entrepreneurship in Ukraine, which emerges as an important instrument for combining economic efficiency, ethical business principles, and social responsibility. The author analyzes the motivational priorities of social entrepreneurs, their interaction with external incentive factors, and the strategic role of digital tools in the implementation of social initiatives.Particular attention is paid to the motivational structure of social entrepreneurs, which integrates economic, social, and psychological factors. In Ukraine, the key motivations include the desire to address social problems, support vulnerable population groups, create new jobs, and strengthen local communities. Motivational priorities also encompass the pursuit of autonomy, the development of competencies, and the creation of socially significant products and services, forming the foundation for the long-term success and stability of social enterprises.External factors and incentive mechanisms play a crucial role in the development of social entrepreneurship. These include the legal environment, financial support, access to public grants and specialized investment programs, social capital, as well as technological and digital platforms. Of particular importance is the combination of state incentives, networks of social investors, and educational programs, which ensures the systemic development of the social sector and increases entrepreneurs’ chances of success. The author proposes a mechanism for stimulating the development of social entrepreneurship.The article also emphasizes the importance of ethical principles in social entrepreneurship, as they shape corporate culture, enhance the trust of consumers and partners, reduce the risks of unethical behavior, and contribute to the development of enterprises’ innovative potential. Social entrepreneurs demonstrate that business can serve not only as a source of profit but also as a means of generating positive social change by supporting people, assisting vulnerable groups, and fostering social solidarity.Thus, social entrepreneurship in Ukraine appears as a multidimensional, dynamic, and strategically significant form of economic activity. It combines the internal motivation of entrepreneurs, external incentives, and digital resources, ensuring the sustainable development of the social sector and the effective resolution of socio-economic challenges faced by contemporary Ukrainian society.