Purpose. The purpose of this study was a theoretical and methodological generalization of the agroholdings’ social initiatives within their charitable activities with the interaction of cooperatives based on the institutional model. Methodology / approach. This study was based on applying the general economic and special methods. The abstract-logical method was used for scientific discussion and scientific views about the role of agroholdings and their impact on the rural population. The method of critical analysis was applied to outline the social aspects of agroholdings’ activities. The system approach allowed contouring the main problems that arise in the process of agroholding growing. The study of the state of agricultural cooperatives’ financing by agroholdings was also conducted. On the basis of the monographic method the motives and directions of the management of separate agroholdings within their social responsibility limits were defined. With the generalization method, the basic forms and resources of agroholdings’ social responsibility were determined. Thanks to the correlation-regression analysis, it was established the relationship between the social responsibility indicator of agroholdings and their efficiency by EBITDA, as well as their social responsibility and market capitalization degree. Results. The study examined the main scientific approaches to the role of agroholdings, which allowed outlining their ambiguity and contradictions. The systematization of the presented materials allowed developing arguments in favor of the agroholdings’ functioning and identifying counterarguments of their activities as well as emphasizing the need of the basic methodological provisions for further harmonious development of agroholding structures and cooperatives. The results of the presented empirical analysis showed a low level of agroholdings’ social responsibility, which affects the development of the rural areas and significantly increases social tensions. On the basis of the conducted research and data processing the mechanism of agroholdings’ and cooperatives’ interaction on the basis of social responsibility is offered. It was proved that the basis of the presented interaction must be financial and economic, social, marketing and environmental motives. Originality / scientific novelty. It was improved the theoretical and methodological approach to the formation of institutional model of the agroholdings’ and cooperatives’ interaction on the principles of social responsibility, which provides financial and economic, social, marketing, environmental problems solutions by agroholdings and promotes the rural community’s development in the near future. Practical value / implications. The results of the study are of great practical importance and can be useful for various ownership forms of agricultural producers as well as for agricultural holding organizations which are interested in harmonizing the rural economy development.

The domestic economy institutional structure evolution takes place in the fairway of global changes and the aggregator of such changes is information. This determines the dynamism and complexity of the counterparties interactions in all management spheres, where agriculture is especially vulnerable and, at the same time, strategically important. The aim of the study is to explicate the digital paradigm and to implement modern methods, measures and directions of agribusiness digital transformation to the agricultural producers that will help to improve their competitive status and to create equal contracting conditions for them. To achieve this goal, the society global informatization main trends were identified, in which more than 60 % of the population are Internet users and 89 % are mobile operators consumers. The main dominants of the modern digital paradigm, which are synthesized from the hierarchically interrelated categories, such as energy, digit, digitization, digitalization, digital transformation have been identified. It is proved that the process of digitalization is the basis for the next digital transformation round, which is possible in the case of new technologies implementation by citizens, because it involves the human factor and is based on cultural and behavioral components. The place and the role of agricultural enterprises innovative business technologies and digital marketing techniques are determined. In addition, a sociometric method was used in order to find out the level of the computer technologies implementation to the agricultural enterprises practice and it showed a low level of the medium and small enterprises information innovations exploitation. Therefore, the vectors of the cooperative marketing participants digitalization, such as technical digitalization, Internet and marketing tools aggregation, business collaboration and value management are substantiated. The association of agricultural producers on a cooperative basis with the aim of capital accumulating and financial capacity creating for the innovative technologies, management and marketing specialists attracting, consulting and outsourcing agencies using is proposed. The important cooperative's role in the social and environmental areas of OTG development is outlined. The further research is directed at the deeper scientific achievements in the field of agribusiness enterprises digital marketing transformation in both domestic and world economic space.

The globalisation of Ukrainian economy, the distribution of land resources, the diversity of commodity producers and the radical breakdown of property relations have significantly affected the agricultural sector and production volumes. The development of farming in such conditions is accompanied by a set of financial, economic, material, technical, and social problems. This implies the need to introduce a qualitatively new conceptual paradigm of its development. The purpose of the study is to prove the relevance and feasibility of the application of the cooperative marketing paradigm complementary with marketing tools in the in the context off meeting the business interests of farmers. The objectives of the study are: identification of the main directions and trends in the development of farm business; implementation of the service cooperation concept in their activities in combination with marketing tools as well as the substantiation of the prospects of using cooperative marketing for farmers. In the course of the study, the following methods were used: abstract-logical and statisticaleconomic, analysis and synthesis. The undeniably important role of farms in agricultural production has been identified. It is emphasised that they have a number of competitive advantages, however, currently, they cannot fully use their own potential. Instead, the agricultural service cooperatives will contribute to the establishment of long-term and effective coordinated interaction in the rural society. The application of the radically new management approaches is proposed, the basis of which is the cooperative ideas with the marketing tools. The methodological understanding of the use of cooperative marketing in rural areas is presented and its prospects are proved. It is argued that the concept of cooperative marketing implementation to the agricultural business environment will contribute not only to the emergence of economically strong, competitive business units and the establishment of the favourable business climate, but an increase in the welfare of the rural population