ВПЛИВ ЦИФРОВОГО ЕМОЦІЙНОГО ДОСВІДУ НА СПОЖИВЧУ ЛОЯЛЬНІСТЬ: СТАТИСТИЧНЕ МОДЕЛЮВАННЯ

The study analyzes the characteristics of the development of digital marketing, its strategic management, and HR provision. It was found that the development of digital marketing is closely connected with constant technological changes, which require updating management approaches. The importance of formulating effective strategies for managing digital marketing in the context of a systemic approach was substantiated, which involves integrating marketing functions and utilizing technological tools to achieve business goals. The main components of effective management of digital marketing in the context of a changing technological environment were analyzed, allowing for the formulation of well-grounded strategies for enterprises. The concept and essence of digital marketing strategies, particularly the role of human capital, which is critical for their successful implementation, were generalized. The study explored the main requirements for professionals in this field, identifying key competencies necessary for success in digital marketing management. It was concluded that strategic management in this field should not only account for technological aspects but also the need for highly qualified personnel capable of adapting to rapid changes in the market. The importance of implementing a systemic approach to management, where human resources are one of the key success factors, was justified. The concept of the digital marketing management system was defined, and the subjects and objects of this system were identified, which allows for clear delineation of the roles and interactions of participants in the management process. The practical significance of the study lies in developing recommendations for businesses regarding the optimization of digital marketing management processes and the improvement of HR policies in the context of digitalization. The results can be used to create effective strategies that contribute to achieving high results in the competitive environment of the digital economy.