Маркетингові дослідження процесів впровадження цифрових технологій при наданні соціальних послуг для вразливих категорій населення
Marketing Research into the Processes of Implementing Digital Technologies in the Provision of Social Services for Vulnerable Categories of the Population

Summary/Abstract: The purpose of the article is to substantiate the theoretical and methodological principles and practical directions of implementing digital technologies in the process of providing social services to vulnerable categories of the population (elderly people, persons with disabilities, internally displaced persons, low-income families) considering the challenges of the digital divide and security risks. The impact of digitalization is heterogeneous depending on the category of recipients. For people with disabilities, mobile applications facilitate interaction with state bodies, allowing them to receive services without the need to visit institutions. The study uses methods of system analysis, comparative analysis, generalization, as well as content analysis of regulatory legal acts and reports of international organizations (European Commission, UN). The current state of implementation of electronic social registers, remote service platforms (telemedicine, online counselling), mobile applications for personal support, and artificial intelligence elements for proactive detection of social risks is analyzed. The main barriers are identified: low level of digital literacy among vulnerable groups, insufficient infrastructure coverage, and cybersecurity problems of personal data. It was established that at the current stage, the Unified Information System of the Social Sphere (UISS) has been implemented in Ukraine, which integrates registers of beneficiaries of benefits and subsidies, automates the assignment of payments. The conclusions of the study show that digitalization of social services increases their availability, efficiency, and targeting, but requires mandatory accompanying measures to overcome the digital divide (training, adaptive design, network of digital assistants). A model of an inclusive digital social platform is proposed. Prospects for further research include the development of methods for assessing the social impact of digital solutions and the economic efficiency of public-private partnerships in this area.

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