BRAND SOCIAL RESPONSIBILITY IN THE CONTEXT OF DIGITALIZATION

Abstract

The article examines the essence and role of brand social responsibility in the context of digitalization. It is substantiated that in the modern marketing environment, social responsibility is transforming from an additional element of company activity into a strategic factor in shaping competitiveness and long-term brand value. It is determined that digitalization significantly changes the nature of brand interaction with stakeholders, increasing the requirements for transparency, openness, and authenticity of social practices. It is noted that the implementation of ESG approaches contributes to increasing consumer trust, investment attractiveness, and the reputational capital of companies. Particular attention is paid to the transformation of brand social responsibility in Ukraine under the conditions of a full-scale war, where priority is given to practices aimed at supporting national defense, ensuring employee safety, supporting socially vulnerable groups, as well as the formalization of responsible corporate programs. Within the study, the key principles of brand social responsibility are systematized, including strategic integration, authenticity, stakeholder orientation, measurability and effectiveness, consistency and long-term orientation, transparency and openness, the interconnection between social and economic value, adaptability to the digital environment, participation and co-creation, as well as compliance with global sustainable development standards. It is proven that their comprehensive implementation ensures the formation of a strong emotional connection with the audience, increases the level of trust, and strengthens the brand’s market position. It is determined that brand social responsibility acts as an important factor in its development in the context of the digital transformation of the marketing environment, as it contributes to harmonizing the interests of business and society. The practical significance of the obtained results lies in the possibility of using the proposed principles to develop an effective brand development strategy, taking into account current challenges and trends of the global market.