SOCIALLY RESPONSIBLE MARKETING TO ENSURE SOCIAL PROTECTION OF THE MILITARY

Introduction. The issue of social protection of servicemen is an important component of the State's social policy, since in times of war, the health of the nation, the security of citizens and the preservation of social values depend on the social protection of servicemen. The main focus of scholars is currently on the study of social guarantees of the State, legal and social protection of servicemen in the system of public administration. The article substantiates the relationship and impact of socially responsible marketing tools on the effectiveness of social protection mechanisms for military personnel. Objective. The purpose of the study is to substantiate the strategic guidelines for the use of socially responsible marketing tools to develop an effective mechanism for social protection of military personnel in Ukraine. Materials and methods. The article uses legal acts regulating the issues of social protection of military personnel in Ukraine, scientific articles, studies and reports of domestic and foreign authors in the field of socially responsible marketing, which highlight the peculiarities of using socially responsible marketing tools to comply with the conditions for preserving social values. The methods of generalisation and systematisation are applied to theoretically understand the essence and role of socially responsible marketing instruments for ensuring social protection of military personnel. The methods of grouping, comparative and system analysis are used to summarise social programmes, identify effective tools of socially responsible marketing to solve the problems of effective communication between military personnel, business and the state. Results. The experience of socially responsible marketing is summarised and its role in the implementation of social protection tasks for military personnel is determined. It is established that socially responsible marketing for ensuring social protection of military personnel plays the role of an indicator that can form responsible behaviour of all participants in the process in moral, cultural and environmental aspects. The article proves that socially responsible marketing is a necessary element for building an effective communication mechanism between citizens, business and the State in the process of implementing social programmes, projects and creating social platforms for military personnel. It is proposed that the main strategic guidelines for implementing the tasks of socially responsible marketing should include convincing citizens of the need and expediency of providing social protection for military personnel, disseminating the experience of social practice on the basis of integrity and balance of state, public and private social programmes, and promoting a social product for military personnel in the offline and online environment. It is substantiated that the effectiveness of the policy in the field of social protection of servicemen is determined by the possibilities and conditions for using the principles of socially responsible marketing at the level of an individual, companies, public administration bodies, and partner States. Perspectives. The study of the peculiarities of using the principles and tools of socially responsible marketing to ensure social protection of military personnel is an important step in solving problems in the field of defence, healthcare, education, and environmental protection. The paper provides recommendations for further research in this area and proposes to develop practical measures to improve the social protection of military personnel through the use of digital tools of socially responsible marketing.