MARKETING COMMUNICATIONS IN TIMES OF WAR: CHALLENGES AND DIRECTIONS OF INFLUENCE ON CONSUMER BEHAVIOR

Abstract

The article presents the results of a scientific study aimed at examining the challenges that arise in marketing communications in the context of a military conflict. The main purpose of the study is to analyze the challenges and identify ways to influence consumer behavior in the context of marketing communications in the context of military conflict. In order to achieve this goal, the research has defined tasks, including defining the concept of marketing communications, analyzing the current state of marketing activity of Ukrainian enterprises, and identifying the main challenges that affect marketing communications and shape consumer behavior. The study used various methods, such as systematization, inductive and deductive methods, comparison and graphical methods, which allowed not only to conduct an in-depth analysis of the challenges faced by marketing communications in the context of military conflict, but also to obtain a more complete and comprehensive understanding of this complex problem. The study found that modern Ukrainian enterprises face a number of challenges that hinder their further development. The first challenge is the reduction of market capacity, which is associated with a decrease in the number of consumers and a decrease in their purchasing power. The second challenge is determined by the changing behavior and sensitivity of consumers, causing uncertainty about negative reactions and reputational risks, especially for companies that remain in the Russian market. The third challenge is related to the effectiveness of communication, as the sensitivity of society requires marketing teams to be as prudent and careful as possible in creating communication strategies, as well as in finding effective channels in the context of increased media fragmentation. Prospects for further research include expanding the analysis of the impact of military conflict on marketing communications by studying specific strategies, as well as studying effective tools for business adaptation to changes in the context of war to optimize communication approaches and develop more effective crisis management strategies.