TRANSFORMATION OF THE CONTENT OF SOCIAL COMMUNICATIONS AS AN INSTRUMENT FOR SHAPING CONSUMER BEHAVIOR
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Abstract
The article examines the transformation of social communications in seller–consumer interaction within the context of digitalization. Based on a literature review, two approaches to the term’s interpretation are identified: as a scientific discipline and as a tool of socio-communicative engineering. It is demonstrated that in the digital environment, the communication process has evolved from the linear «sender – message – receiver» model to a multi-channel, interactive system with real-time feedback and personalization capabilities. A conceptual clarification of the term «social communications» in the context of consumer behavior formation is proposed. The application of the AIDA model illustrates the differences in the implementation of its stages in the pre-digital and digital eras. Prospects for further research are outlined, including the development of tools for assessing the effectiveness of socio-communicative engineering and exploring the ethical aspects of digital communications.
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