THE IMPACT OF ADVERTISING AND DIGITAL COMMUNICATIONS ON BRAND TRUST

Abstract

The article researches the impact of advertising and digital communications on brand trust. It is found that a significant share of communication strategies is shifting towards digital technologies, which ensures contact that is more effective with consumers. It is noted that advertising and digital communications are important tools for building brand trust, because in the modern information space, where competition between companies is growing, the effective use of marketing strategies helps businesses to connect with the target audience, create a positive image and maintain consumer loyalty. It has been established that the effectiveness of advertising and digital communications depends on the transparency, authenticity, and responsibility of the company in its interaction with the audience. To successfully promote a brand, it is important not only to attract the attention of consumers but also to create long-term relationships based on trust, openness and quality of the product or service. In order to increase the effectiveness of marketing communication mix in forming and maintaining brand trust, strengthening the company’s image and increasing its competitiveness, the author offers recommendations for an effective combination of traditional and digital communication tools. The advantages and disadvantages of using advertising and digital communications in forming brand trust are systematized and considered. The information environment requires brands not only to use effective advertising, but also to use digital communications strategically to form consumer trust. The synergy of these two elements plays a key role in forming a sustainable relationship between a brand and its audience. It is noted that the mechanisms of influence of advertising and digital communication channels on the formation of brand trust are realized through transparency in crisis situations, personalization of content, consumer engagement through interactivity, stability and long-term communication, optimal distribution of traditional and digital tools in the communication strategy, which allows reaching a wider range of audience and increasing the effectiveness of communication, and ensuring sustainable brand development.