ABSTRACT
This study investigates the detection of financial reporting manipulation in Ukrainian marketing companies during 2023–2024 by applying the Beneish and Roxas models as part of analytical audit procedures. The research highlights the industry-specific characteristics of the sector, particularly its low reliance on fixed assets and long-term liabilities, which simplifies operational structuring but may also increase susceptibility to financial misrepresentation. Through empirical analysis of a sample of 50 marketing firms, the study identifies potential financial manipulation by examining deviations in key indicators. A comparative assessment of the Beneish and Roxas models reveals discrepancies in their predictive outcomes, suggesting methodological differences in fraud detection. The findings indicate an elevated risk of financial statement manipulation within the Ukrainian marketing sector, exacerbated by the economic instability of martial law. The Beneish model demonstrates superior diagnostic capability due to its comprehensive integration of income, expense, asset, and liability interdependencies.
The study contributes to the literature on forensic accounting by validating the applicability of these models in emerging markets under crisis conditions and provides practical insights for auditors and regulators in enhancing financial oversight.

Keywords: financial reporting fraud, Beneish model, Roxas model, audit analytics, marketing companies, Ukraine.
JEL Classification: G32, G34, L84, M42.

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