Formulation of the problem. The year 2020 convinced the whole world that the Internet is one of the best channels for transmitting information, selling goods and providing services, because thanks to its use, a certain part of businesses avoided bankruptcy, and some companies were able to increase sales and, most importantly, meet the needs of almost all spheres of life in society in crisis conditions.
The development of the information society has an impact not only on the quality of life of people, but also on the formation of new communication links. The rapid penetration of information technology into different areas of our lives has contributed to the global spread of the Internet, in which social networks are actively used for communication. For advertisers, social networks provide unique opportunities for rapid dissemination of information and direct contact with consumers.
An urgent problem that arises in the practices of green marketing is the growth of greenwash- ing; companies that provide inappropriate, exaggerated or false information about product quality. This article provides information on the impact of greenwashing on consumers. The interpretation of the concept of «greenwashing» is considered and the origin of this concept as a scientific term is de- termined.
Marketing of enterprises is becoming an increasingly important component of their effective ac- tivities, however, with the development of technology, traditional ways of promoting goods are gradu- ally losing their effectiveness, because most people no longer trust advertising.
Annexation of western Ukrainian lands by Poland in 1919 and the decision of the Council of Ambassadors of the Entente (March 14, 1923) to transfer Galicia under the jurisdiction of the Second Polish Republic created specific features for the press advertising development.
The rapid development of digital communication technologies, the spread of Internet access to the population, the growing number of smartphones, increasing the number of social network users and other factors are the reason for the sharp growth of online operations and services in recent years. In 2020, the Covid-19 epidemic was added to this list of factors, creating an additional impetus for the growth of online business. This situation causes significant changes in the implementation of marketing activities by enterprises.
The influence of various factors on consumer behaviour, controlled and uncontrolled by the firm, is characterized. Describing that all elements of the marketing complex, which are controlled by the enterprise, have special influence on consumers decision to purchase goods.
Social networks have become an alternative and promising platform for advertising and establishing lively, active and mutually beneficial communication with customers online in the fastpaced world of digitalization. The purpose of the article is to reveal the features of social networks as a platform for marketing applications, to identify main trends and prospects of social media marketing development. The results of the study of the essence of social networks were revealed.
The article substantiates the expediency of advertising as a pathogenic phenomenon. The main features of the pathogenicity of the text are analyzed and an attempt is made to highlight the main criteria of the pathogenicity of the advertising text in the Ukrainian press.
Carrying out advertising activities in foreign markets requires from enterprises resolution of the dilemma of how to programme the advertising strategy, making use of the standardised and proved in other markets solutions, or shaping new concepts compliant with the idea of individualisation. An objective of the article is to answer the question, which of these models is more often used in the Polish market by foreign enterprises and what effects of that are from the point of view of enterprises’ competitiveness, consumers’ perception and motivating them to buy.