emotional marketing

Purpose. The study aims to examine current trends in digital content marketing and the effectiveness of various communication channels in B2B and B2C segments during 2023–2025. The primary goal is to identify key factors for successful content marketing and assess the impact of audio and interactive channels on audience engagement.

The purpose of the study is to examine the essence, effectiveness, specifics and possibilities of using emotional marketing in a full-scale war, as well as to identify key emotional triggers that affect consumer behavior and brand competitiveness in crisis situations. The main factors of emotional influence, development trends and challenges facing companies in wartime are summarized.