Digital transformation is the introduction of modern information technologies into the business processes of an enterprise.Digitization of business processes is relevant not only at the level of individual enterprises. Whole industries choose this path of development as the only way to meet the ever-changing environmental conditions. Thanks to this, the digital transformation of industry, retail trade, the public sector and other areas is already changing the life of every person and every company today.Digital transformation of business processes is aimed at companies making quick decisions, quickly adapting their work to today's requirements and meeting the needs of their customers. The process of digitization did not bypass the port activity. Digitization of business processes in this field is quite active and effective.The article analyzes the main theoretical aspects of the implementation of digitalization of business processes in port activities. The main modern trends of digital transformation, which are relevant for the port industry today, have been identified. The authors reflect the main prospective directions of the introduction of digital technologies in the activities of port enterprises.In the course of the research, the general transformational processes taking place in port activity due to the introduction of digital innovations were analyzed.An analysis of the main effective IT-solutions used in the field of port cargo handling accounting was carried out. The authors also determined how digital technologies affect the safety of transportation and the optimization of the work of the personnel of port enterprises. As a result of the study, it was established that the implementation of digitalization of business processes significantly affects the overall efficiency of the sea ports. It was determined that the use of modern digital technologies makes it possible to improve the quality of ship service, increases the throughput capacity of the sea ports, and also increases the level of security during cargo transportation.Keywords: digital technologies, digital transformation, business models, digitization of business processes.

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Т. Є. Чебанова, к. е. н., доцент, доцент кафедри підприємництва та туризму, Одеський національний морський університет С. С. Лиса, к. е. н., доцент, доцент кафедри менеджменту і маркетингу, Київський національний лінгвістичний університет А. В. Кулік, к. е. н, доцент, доцент кафедри управління та адміністрування, Відкритий міжнародний університет розвитку людини "Україна" SOCIAL MEDIA MARKETING ЯК ІНСТРУМЕНТ ПРОСУВАННЯ ПОСЛУГ ТА ТОВАРІВ У МЕРЕЖІ ІНТЕРНЕТ The authors have drawn attention to the fact that Social Media Marketing (or SMM), as a specific process of utilizing social media platforms, is gaining increasing significance in promoting services and products. Accordingly, within the scope of the outlined study, the examination of Social Media Marketing as a tool for promoting services and products on the Internet was carried out. Social Media Marketing was identified as a digitized, strategic process of utilizing social media platforms for remote product promotion. The study emphasizes the complexity of SMM, which has led to the development of a wide range of research methods. The authors specifically applied methods of analysis, synthesis, and general abstraction to investigate SMM. The results of the research have proven that Social Media Marketing is an effective tool for promoting services and products on the Internet for several reasons. These include: audience reach (social media enables businesses to reach a wide audience, allowing them to engage with a large number of people), targeted advertising (social media platforms provide businesses with the ability to effectively direct their advertising and messages to specific individuals, ensuring their content reaches the right people), interaction and communication with the audience (social media allows businesses to build relationships with their customers, enhance customer satisfaction, and contribute to a positive company image by facilitating interaction and communication), content dissemination (social media offers businesses the opportunity to efficiently distribute information about their services and products to a broad audience, attracting new customers in the process), measurement and analytics (social media provides businesses with the ability to understand audience behavior and optimize their content and advertising accordingly through measurement and analytics tools). According to the conclusions made, the prospects for further research in the field of SMM may include: studying the impact of SMM on sales and profitability (evaluating the influence of SMM strategies on increasing sales and

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