FINANCIAL MEDIATION ON THE STOCK MARKET

Анотація

Introduction. In the modern world, the process of digitization of the economy is taking place, which covers all its branches, carrying out a revolutionary transformation not only of all economic processes, but also of all aspects of social life. The changes taking place in the economy, caused by the emergence and development of the digital society, are directly reflected in marketing, transforming not only its form, but also its content. Therefore, the goal is to highlight theoretical developments regarding the essence of digitalization of the economy, to characterize the changes taking place in the economy, in particular the marketing activities of enterprises, to outline the prospects for the development of marketing in the conditions of a digital society. Methods. In the research process, both general theoretical research methods were used: dialectic, monographic method, abstract-logical method, method of scientific generalization, induction, deduction, as well as specific methods of statistical information processing. Results. The article considerеd various scientific approaches to the interpretation of the concept of digitization of the economy. The general trends in the development of this concept have been studied. The peculiarities of the development of the digitalization of the economy in the new economic conditions are revealed. It was established that the changes caused by the widespread use of modern information technologies directly affect the form and content of the marketing activities of market participants. The prospects for the development of digital marketing are outlined. The need to consider digital marketing not as a type of direct sales, as was accepted in industrial society, but as an independent direction of economic activity is substantiated. Discussion. Further research is planned to be carried out in relation to the assessment of the effectiveness of the use of modern information technologies in the marketing activities of enterprises and the analysis of the possible consequences of digitalization of the economy. Keywords: digitalization, economy, marketing, market, transformation, information technologies

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