Uman NUH | today: 12/22/2024
| Author(s) |
Prokopchuk O.T., Candidate of Economics, , Uman National University of Horticulture, Ukraine Соколюк С. Ю., , , |
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| Category | Economics | ||
| year | 2024 | issue | Issue 105 part 2 |
| pages | 220-230 | index UDK | 364. 659 | DOI | 10.32782/2415-8240-2024-105-2-220-230 (Link) |
| Abstract | Modern society is in the midst of a rapidly developing information space where communication plays a key role in shaping values, behavior and interaction between different social groups. In this context, social advertising is becoming a powerful tool for influencing people's minds, helping to solve socially significant problems and strengthen social harmony. In the context of the war in Ukraine, social advertising becomes even more important, serving as a means of consolidating society, supporting morale and promoting key values such as indestructibility, mutual assistance and unity. It also serves as a source of up-to-date information that helps citizens adapt to the crisis and actively engage in supporting the army, volunteerism, and the country's recovery. The article examines social advertising as an integral part of the public communications system, analyzes its functions, principles of creation and impact on socio-cultural processes. The study reveals the regularities that determine the effectiveness of social advertising and outlines the prospects for its further development in the digital world. The development of digital technologies is making significant changes in the field of social advertising. The use of social media, contextual advertising, video and interactive formats can significantly increase the effectiveness of social campaigns. In addition, digital platforms provide an opportunity for more precise targeting of the audience and analysis of its response. Digitalization is fundamentally changing the way we communicate in modern society, offering new tools for disseminating information and engaging audiences. These changes are also affecting social advertising, which is adapting to the new environment by using digital platforms to achieve greater efficiency. Social advertising in Ukraine has come a long way in 2019–2023, reflecting the transformation of society and the challenges it faces. The war that began in 2022 significantly affected its content, format, and priorities, focusing on supporting the military, helping the victims, and promoting the unity and resilience of the Ukrainian people. During this period, social advertising became not only a tool for informing, but also a means of psychological support and mobilization of society. Modern technologies had a significant impact on the development of social advertising, allowing for more effective and interactive campaigns. The use of social media, innovative technologies (VR, AR, AI), and personalized content has contributed to increased citizen engagement. These trends, along with the challenges of the war, have made social advertising a key element of public communications aimed at consolidating the population and promoting socially important values. Thus, social advertising is not only a means of influencing society, but also an indicator of its values and priorities. To increase its effectiveness, it is necessary to introduce innovative approaches that meet modern realities and challenges | ||
| Key words | social advertising, digital solutions, innovations, information environment, social services, behavioral models | ||