MODERN THEORIES OF LABOUR MOTIVATION AND THEIR APPLICATION IN UKRAINE

Motivation is a key tool in building an efficient economy, developing a progressive society and adapting to the challenges of our time. It plays a central role in determining the success of both individuals and organisations. In the context of rapid economic, technological and social changes, motivation ensures adaptation and development in various spheres of life. The article discusses modern theories of work motivation, including self-determination theory, motivation through neuroscience, digital personalisation and gamification in motivation, which reflect modern approaches to motivating staff, with an emphasis on personalisation, interactivity and integration of technology, creating new opportunities for productivity growth. In the course of the study, the authors identify the differences between modern motivation theories and classical and transitional theories in their approach to understanding human behaviour and ways of stimulating it. It is noted that modern motivation theories are more comprehensive, take into account the individuality of employees and actively use technology to manage motivation, which makes them adaptive to the challenges of the digital economy, unlike classical models focused on basic needs or transitional models with a focus on organisational justice. The authors identify the characteristics, advantages and disadvantages, and scope of application of modern motivational labour theories. Particular attention is paid to the practical aspects of applying the theories in building effective motivational systems adapted to the challenges of modern business, the possibility and effectiveness of implementing their provisions in Ukraine. It is emphasised that in the context of modern Ukraine, motivation is of strategic importance in view of economic, social and political challenges, due to the need to restore the economy, develop human capital and increase competitiveness in the global market. The implementation of modern motivation theories has significant potential in Ukraine, especially in the IT, education and corporate sectors. However, their successful implementation depends on the willingness of business and the government to invest in technology, training and a culture of change.