Urban resilience is a multidimensional category, critically important for the sustainable functioning of cities under contemporary challenges, including climate change, armed conflicts, technological disruptions, and demographic processes. A hypo­thesis has been formulated that the resilience of cities is determined by the level of economic development, the state of critical infrastructure, the effectiveness of socio-institutional governance, and environmental adaptability, with a balanced combination of these factors ensuring a higher capacity of the city to withstand crises and recover from them. The aim of the article is to identify and assess the factors that ensure urban resilience under contemporary challenges. To achieve the goal, general scientific and specific methods were used: systematization and generalization, statistical analysis, and comparison. Four key areas of urban resilience were considered: infrastructure, environ­mental, socio-institutional, and economic. Cities are increasingly using "smart management" and digital services, enhancing operational efficiency and adaptability. At the same time, digital vulnerability, cyberattacks, and risks to vulnerable population groups significantly complicate the situation. Aging infrastructure limits cities' ability to provide essential services during emergencies. Environmental challenges increase urban vulnerability. Social inequality and limited access to services reduce collective resilience, especially among the elderly, people with disabilities, internally displaced persons, and low-income populations. According to the research results, the key role for the resilience of cities belongs to management and strategic planning. Ineffective governance, the absence of a long-term development strategy, weak coordination, and limited citizen participation weaken cities' ability to respond to crises and mobilize resources. The analysed 2023 City Resilience Index indicated that North American and Western European cities, particularly New York, London, and Los Angeles, demonstrate high resilience, whereas Global South cities, such as Lagos, Dhaka, and Cairo, face structural limita­tions. It is possible to enhance urban resilience through infrastructure modernization, climate adaptation, strengthening social cohesion, citizen engagement, and economic diversification.

The modern economy is increasingly focused on sectors that combine innovation, a creative approach, and the use of digital technologies. It is these features that form the basis of creative industries, which are becoming an important element not only of cultural but also of economic policy in countries. For Ukraine, which is undergoing large-scale transfor­mations and facing crisis challenges, analysing the impact on national development takes on particular importance. It has been hypothesized that creative industries retain the ability to act as a catalyst for economic growth even under adverse conditions, creating new employment opportunities, and gene­rating added value, with the leading role belonging to the IT sector. The research methodology combines quantitative analysis of structural indicators (dynamics of the number of enterprises, employment level, sales volumes, profitability) with qualitative interpreta­tion of the results in comparison with international approaches recommended by UNCTAD and UNESCO. The information base consists of official data from the State Statistics Service of Ukraine, reports from the Ministry of Culture and Information Policy, and materials from international consulting companies. It has been proven that, contributing on average of 2-3% of Ukraine's GDP, the role of the creative industries goes beyond direct economic indicators. The multi­plicative effect is manifested in the stimulation of regions, the creation of highly qualified jobs, the enhancement of innovation potential, and the growth of national economic competitiveness. The obtained results emphasize the need to improve accounting methodology, expand the statistical database, and support the sector at the state level.

The rapid digitalization of the economy is trans­forming the principles of business operations, parti­cularly for e-commerce enterprises, increasing their dependence on the effectiveness of information technology infrastructure. Under conditions of growing market turbulence and technological competition, it is precisely investments in information technologies that determine companies’ ability to maintain business continuity, quickly adapt to external changes, and ensure financial stability. This highlights the need for a quantitative assessment of the impact of such investments on the financial performance and business resilience. The study hypothesis is the assumption that the development of information and technology infrastructure is a key factor in enhancing the financial efficiency, adaptability, and competitiveness of an enterprise. The purpose of the article is to empirically verify this relationship using the example of the Allegro company. The methodological basis of the study combines dialectical, analytical, and quantitative-economic approaches: analysis of financial state­ments for 2017–2024, comparison of revenue and expen­diture dynamics, as well as multifactor regression modelling, which made it possible to assess the strength and direction of the influence of techno­logical, marketing, logistics, and personnel resources on financial outcomes. The obtained results confirm a statistically significant positive effect of IT invest­ments on company revenue and demonstrate that the development of digital infrastructure enhances mana­gerial efficiency, operational flexibility, and long-term business resilience. The practical significance of the findings lies in defining the prioritization of techno­logical investments as the foundation for financial stability and strategic development of e-commerce enterprises.

A comprehensive monitoring of the functioning of the Ukrainian mineral fertilizers market has been carried out. It has been proven that strategic mana­gement of supply chains in the mineral fertilizer market is determined by the ability of business entities to form, maintain, and adapt the resource provision necessary for the effective functioning of the supply chain in a dynamic environment. The feasibility of using an approach to strategic choice is reasonably justified, according to which the organization of the supply chain should be based on the maximum use of the specific properties and potential inherent in the company's specific position within the chain, which allows for enhancing syner­gistic effects between its elements. A definition of the essence of the term "supply chain core" is proposed, which is considered as a strategically pivotal component that shapes the mission, value priorities, and resource configuration of the supply chain, determining its development trajectory and the selection of adaptive strategies in the long term. It is hypothesized that the strategic choice in the process of building a supply chain should be aimed at utilizing the capabilities of the supply chain core, which not only enables enhancing the synergy of its elements but also ensures adaptability to environ­mental changes. Within the study, a direct con­nection was established between the resource content of the supply chain core and the choice of supply chain management strategies. Testing the proposed hypothesis through the connection between the resource capacity of the supply chain and the optimal supply chain strategy of the operators in the Ukrainian mineral fertilizer market will provide opportunities to more deeply reveal the mechanisms of supply chain management strategy formation and understand the logic of building the supply chain core in accordance with the goals that determine the orientation of the business model.

The article analyzes the peculiarities of foreign economic activity of small and medium-sized enterprises in Ukraine in the context of digital transformation of state support, crisis challenges, and gradual integration into the EU market. Hypotheses are formulated that the participation of small and medium-sized businesses in foreign economic activity is uneven across enterprise size categories; support policy in 2016–2023 evolved under the influence of external challenges, and digital tools for institutional support and interna­tional cooperation contributed to the growth of their involvement. Statistical analysis methods were used to study the main trends in the foreign economic activity of enterprises. Comparative statistical analysis was used to compare trends in the foreign economic activity of enterprises with different numbers of employees. The dynamics of the main indicators of exports, imports of manufactured products, and the share of sales from e-commerce in total sales by type of enterprise (micro, small, medium, and large) in 2016–2023 were studied. The stages of state policy to support the foreign economic activity of small and medium-sized businesses in Ukraine were systematized. The stages of state policy to support the foreign economic activity of small and medium-sized businesses in Ukraine have been systematized. The evolution of the policy to support the foreign economic activity of enterprises of various sizes has been substantiated in stages: strategic planning; institutional formation; digital adaptation; crisis response; digital integration and scaling. The key barriers to the participation of small and medium-sized enterprises in foreign economic activity and e-commerce have been identified, and the main institutional initiatives that contribute to expanding their internationalization potential have been described. The main result is the justification of targeted instru­ments for differentiated, digitally oriented support for the internationalization of small and medium-sized enterprises, taking into account their size and state of development. The practical value of the research lies in laying the foundations for the modernization of the internationalization policy of small and medium-sized enterprises in Ukraine, taking into account current challenges and opportunities.

The transformative impact of social media on consumer digital loyalty to brands has been studied in the context of the latest technological, communi­cative, and behavioural trends. It is substantiated that digital loyalty is no longer purely an emotional attachment to a brand; instead, it has become the result of personalized multi-channel interaction based on analytical data, emotional synchroniza­tion, algorithmic targeting, and co-created content. It has been hypothesized that the use of gamification, social proof elements, dynamic personalization, and active interaction with communities in social media environments can significantly enhance user enga­gement, emotional attachment, and the repeated performance of target actions. The research metho­dology is based on a mixed approach: the qualitative analysis includes content analysis of digital commu­nication marketing cases of popular brands, visual content analysis, and interpretation of user-gene­rated content (UGC); the quantitative approach, in turn, includes the analysis of key loyalty metrics such as Net Promoter Score (NPS), Customer Lifetime Value (CLV), and Customer Effort Score (CES), as well as aggregated indicators measuring consumer behaviour parameters on social media. The novelty of the research lies in integrating a strategic approach to brand management with the theories of modern behavioural economics, the influence of social networks, and the consideration of cognitive effects on consumers from a psychological perspective. The research results allow us to reconsider the role of social networks not only as a communication channel, but also as a complex digital environment for fostering loyalty to brands and individual products. A model titled "Social Media – Emotional Engagement – Behavioural Loyalty" is proposed, which elucidates the mechanisms influencing long-term brand loyalty. The practical significance of the study lies in the possibility of applying its results to enhance the effectiveness of companies' and brands' digital marketing strategies, particularly in small and medium-sized enterprises.

The issue of managing marketing communi­cations of trading enterprises in social networks using adaptive strategies and a systemic approach has been studied. The relevance of the topic is determined by the growing role of social platforms as a key channel for interacting with customers, which requires scientifically grounded methods to enhance the effectiveness of communication processes. The study is based on the hypothesis that the application of systemic management and adaptive strategies makes it possible to create a flexible and effective model for managing marketing communi­cations, which takes into account risks and the dynamics of the digital environment. To test this hypothesis, a set of methods of system analysis, sociolo­gical research, and statistical data processing was used. The research results confirmed the expediency of integrating adaptive approaches into marketing strategies, which contributes to increasing audience engagement and optimizing communication costs. The scientific novelty of the work lies in the proposed conceptual model of communication management, which is based on the combination of qualitative and quantitative indicators, the integration of a risk-oriented approach, and adaptive mechanisms. The practical significance of the obtained results is revealed in the possibility of their application by trade enterprises to enhance the effectiveness of interaction with the target audience and ensure the sustainability of communication strategies.

The use of digital technologies in pharmaceu­tical marketing is a necessity in modern conditions. According to the Indegene report for 2024, which provides information on the needs of healthcare professionals, 40% of specialists prefer a combi­nation of traditional and digital channels, 33% of ???s constantly interact with digital channels, and only 27% of HCPs resist using digital tools. Pharma­ceutical companies in Ukraine use an omnichannel approach to brand promotion. In recent years, digital tools for drug promotion have played an important role. As the "Digital 2024" report shows, 79,2% of Ukrainians are Internet users. The aim of the research is to evaluate the use of digital tools for brand promotion in the pharmaceutical market and to justify promotional strategies to increase the effectiveness of brand management in pharmaceutical companies. A hypothesis has been formed about the direct relationship between promotional activity and brands sales. Using general scientific methods such as generalization, analysis and synthesis, comparison, and tabular representation, it was found that the active use of digital channels for drug promotion contributes to the growth of their sales. It has been proven that there is a direct relationship between promotional activities and sales. The more channels are involved in brand promotion, the more significant positive dynamics are observed in their sales. If pharmaceutical companies analyse which channels are preferred by different segments of healthcare professionals and consumers, they will optimize their strategies for maximum impact on target audience.