КОМУНІКАЦІЙНА РЕЗИЛЬЄНТНІСТЬ БРЕНДА В УМОВАХ ВІЙНИ ТА ІНФОРМАЦІЙНОГО ПЕРЕВАНТАЖЕННЯ СПОЖИВАЧІВ
Анотація
У статті розглядається проблема комунікаційної резильєнтності брендів в умовах інформаційного перевантаження споживачів, дефіциту фактичної уваги, зростання когнітивної втоми та підвищеної чутливості аудиторії до змісту, тону й моральної прийнятності рекламних повідомлень. Актуальність теми зумовлена тим, що сучасний бренд взаємодіє зі споживачем у середовищі надлишкових цифрових сигналів, алгоритмічного добору контенту, постійної конкуренції за увагу та швидкого виснаження довіри. Для українського бізнесу ця проблематика має особливе значення, оскільки воєнний контекст змінює умови сприйняття комерційної комунікації: повідомлення бренда потрапляє до аудиторії, яка живе в режимі тривоги, економічної невизначеності, новинної перенасиченості, втрат і потреби в психологічно прийнятному контакті. У центрі уваги перебуває питання, як бренд може зберігати присутність у житті споживача, не посилюючи інформаційний шум і не перетворюючи соціально чутливі теми на інструмент привернення уваги.
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