ENVIRONMENTAL AND SOCIAL IMPACTS OF MARKET DEVELOPMENT OF MARKETING SERVICES AND ELECTRONIC COMMERCE IN UKRAINE

Tetyana Vajdanych; Elvira Voloshyna; Mariana Korol

T. V. Vajdanych Ukranian National Forestry University, Lviv https://orcid.org/0009-0004-9930-5310
E.V. Voloshyna Ukranian National Forestry University, Lviv
M.R. Korol Ukranian National Forestry University, Lviv

Keywords: marketing, electronic commerce, sustainable development, advertising market, digital marketing.

Abstract

The article is devoted to the analysis of the environmental and social consequences of the rapid development of electronic commerce, which is the primary driver of demand for marketing and advertising market services in Ukraine. The purpose of the study is to analyze the impact of the development of the marketing market on the principles of sustainable development. The subject is economic indicators and structural changes in the marketing services market. The study reveals both positive consequences and significant negative challenges and social risks associated with the automation of marketing processes, including those based on AI. Based on the results of the study, recommendations were developed to minimize the negative environmental and social consequences of digital expansion.

References

1. Enterprise statistics by size class and NACE Rev. 2 activity (from 2021 onwards) : Eurostat : [database]. URL: https://ec.europa.eu/eurostat/databrowser/view/SBS_SC_OVW/default/table?lang=en (дата звернення: 23.03.2026).
2. Рекламна діяльність і дослідження кон'юнктури ринку : [база даних] / Держстат України. Банк даних. URL: https://stat.gov.ua/uk/explorer (дата звернення: 20.04.2026).
3. Система YouControl - онлайн-сервіс перевірки компаній: вебсайт. URL: https://youcontrol.com.ua/ (дата звернення: 23.03.2026).
4. Пошук клієнтів, партнерів та аналіз ринку України : YouControl.Market : вебсайт. URL: https://youcontrol.market/ (дата звернення: 23.03.2026).
5. E-Commerce Market Size, Share, Growth, And Industry Analysis, By Type (Buyer-Oriented E-Commerce, Supplier-Oriented E-Commerce, Intermediary-Oriented E-Commerce, And E-Commerce), By Application (Large Enterprises And Smes), Regional Insights And Forecast From 2026 To 2035. URL: https://www.businessresearchinsights.com/market-reports/e-commerce-market-102887(дата звернення: 23.03.2026).