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Liburkina L. M.

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Synergy of Outsourcing Models and Social Network Neurotechnologies in E-Commerce Development
Serhiienko O. A., Momotkov I. S.

Serhiienko, Olena A., and Momotkov, Ihor S. (2025) “Synergy of Outsourcing Models and Social Network Neurotechnologies in E-Commerce Development.” Business Inform 10:366–375.
https://doi.org/10.32983/2222-4459-2025-10-366-375

Section: Economics of Trade and Services

Article is written in Ukrainian
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UDC 339.138:004.89

Abstract:
The article explores the theoretical and methodological foundations for creating synergy between outsourcing models and social network neurotechnologies in the development of e-commerce. It is substantiated that in the context of the digital economy, combining flexible outsourcing services with neurotechnological solutions creates new opportunities to enhance business process efficiency, personalize communications, and optimize costs. The article analyzes current trends in outsourcing adoption in e-commerce – ranging from technical delegation to strategic partnerships encompassing data analytics, cybersecurity, automation, and the integration of intelligent systems. Emphasis is placed on the role of social networks as a key environment for collecting and processing consumer behavior data, allowing neurotechnologies to achieve precise targeting and higher conversion rates. The article outlines the directions of using neurotechnologies in the field of e-commerce, in particular the analysis of consumer behavior through artificial intelligence, machine learning, graph neural networks, and recommendation systems. The article identifies that the synergy between outsourcing companies and social platforms relies on a combination of external expertise, automated personalization algorithms, and big data analytics, which enhances the flexibility and competitiveness of enterprises. Key areas of interaction are summarized – from content and advertising management to marketing automation and customer support based on intelligent systems. Based on the conducted analysis, a conceptual model is proposed to improve e-commerce efficiency, which envisions integrating outsourcing as a tool for flexibility with neurotechnologies as a means of personalization and automation. It has been concluded that implementing such solutions enables companies to scale more rapidly, reduce operational risks, ensure a high-quality customer experience, and adapt to global digital trends. The practical significance lies in the potential application of the research findings to shape development strategies for Ukrainian companies focused on innovation, data, and technological interaction within e-commerce.

Keywords: outsourcing, neurotechnologies, e-commerce, social networks, personalization, automation, digital economy.

Fig.: 4. Tabl.: 1. Bibl.: 14.

Serhiienko Olena A. – Doctor of Sciences (Economics), Professor, Professor, Department of Entrepreneurship, Trade and Logistics, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Momotkov Ihor S. – Postgraduate Student, Department of Entrepreneurship, Trade and Logistics, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

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