Received 12.01.2026, Revised 11.05.2026, Accepted 25.06.2026 Published 10.07.2026

Transformation of current trends in the development of marketing communications in the system of interaction between consumers and enterprises in the infrastructure of the contemporary market

Halyna Kukel*, Alla Kraevska, Lyubov Filatova

galskuk@gmail.com



Changes in the market structure and globalisation challenges necessitate the study of transformations in the field of marketing communications. The purpose of the study was to analyse the development of a contemporary marketing communications system, which is especially important in the context of increasing complexity of interaction between companies and various counterparties. This dynamic was compounded by shorter product life cycles, rapid changes in consumer preferences, and a decline in the effectiveness of conventional advertising methods. The paper focused on the method of epistemological analysis, which allowed establishing that marketing communications, being an organic component of the marketing complex, serve as a universal mechanism for influencing target audiences. Based on the analysis of statistical data, key trends in the development of marketing communications in the contemporary market were identified. The factors influencing the transformation of marketing communications tools were studied and ordered using the method of structural analysis of causal relationships. The results of the analysis helped to identify the stages of transformation of marketing communications tools within the levels of constructive changes: the level of emergence of new tools that co-exist with existing ones based on the principle of addition; the level of integration based on the unification, convergence, and interpenetration of various tools; the level of hybridisation of tools based on their multiplicity. It was established that these tools provide an opportunity to use the advantages of contemporary communication technologies and introduce innovative approaches. In addition, hybrid tools have contributed to improving the quality of interaction, and providing a higher level of mobility and adaptability of communication. The practical significance was to determine contemporary marketing communications, which is possible due to the emergence of the latest means of communication, which were integrated into interactive technologies, which helped not only to quickly obtain the necessary information, but also to analyse it, and compare it with other sources. The combination of conventional and innovative marketing communication tools ensured the company’s effective operation in the market and helped attract new customers

factors of influence; market environment; innovative marketing tools; hybrid tools; product promotion; advertising; target audience
8-22
Kukel, H., Kraevska, A., & Filatova, L. (2026). Transformation of current trends in the development of marketing communications in the system of interaction between consumers and enterprises in the infrastructure of the contemporary market. Innovation and Sustainability, 6(2), 8-22. https://doi.org/10.31649/vis/2.2026.08

References

  1. Castells, M. (2023). The network society revisited. American Behavioral Scientist, 67(7), 940-946. doi: 10.1177/00027642221092803.
  2. Cioppi, M., Curina, I., Francioni, B., & Savelli, E. (2023). Digital transformation and marketing: A systematic and thematic literature review. Italian Journal of Marketing, 2, 207-288. doi: 10.1007/s43039-023-00067-2.
  3. Cooley, C. (2024). Social organization: A study of the larger mind. New-York: Nova Science Publishers.
  4. Crossan, G., Bottke, T., Krishnamurthy, G., Bhattacharjee, D., & McDermott, J. (2025). TMT predictions 2026: The AI gap narrows but persists. Retrieved from https://lnk.ua/JQq9Cl9yM.
  5. Dentsu. (2025). Global ad spend set to surpass $1 trillion for the first time in 2026 as the algorithmic era redefines growth. Retrieved from https://www.dentsu.com/news-releases/global-ad-spend-set-to-surpass-one-trillion-for-thefirst-time-in-2026-as-the-algorithmic-era-redefines-growth.
  6. Gao, B., Wang, Y., Xie, H., Hu, Y., & Hu, Y. (2023). Artificial intelligence in advertising: Advancements, challenges, and ethical considerations in targeting, personalization, content creation, and ad optimization. SAGE Open, 13(4), 1-20. doi: 10.1177/21582440231210759.
  7. Guddemi, P. (2020). Gregory Bateson on relational communication: From octopuses to nations. Cham: Springer International Publishing.
  8. Guttmann, A. (2026). Programmatic advertising worldwide – statistics & facts. Retrieved from https://lnk.ua/ obkQYIOmY.
  9. Huang, Z., Hao, A., & Deng, J. (2024). How social presence influences consumer well-being in live video commerce: The mediating role of shopping enjoyment and the moderating role of familiarity. Journal of Theoretical and Applied Electronic Commerce Research, 19(2), 725-742. doi: 10.3390/jtaer19020039.
  10. Ivanenko, I. (2020). Analytical study of the marketing communications market in Ukraine for 2016-2020. Economic Space, 162, 96-102. doi: 10.32782/2224-6282/162-17.
  11. Jiang, W., & Chen, H.-L. (2025). Can short videos work? The effects of use and gratification and social presence on purchase intention: Examining the mediating role of digital dependency. Journal of Theoretical and Applied Electronic Commerce Research, 20(1), article number 5. doi: 10.3390/jtaer20010005.
  12. Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 5.0 technology for humanity. Kyiv: KM-Books.
  13. Kovalchuk, S. (2025). Omnichannel as a current concept of doing business. Herald of Lviv University of Trade and Economics. Economic Sciences, 81, 21-26. doi: 10.32782/2522-1205-2025-81-03.
  14. Makartseva, Y., & Lysenko, I. (2025). Automation of marketing processes using AI: Conceptual approaches and empirical research. In Theoretical and empirical scientific research: Concept and trends (pp. 43-48). Oxford: Collection of scientific papers “ΛΌГOΣ”. doi: 10.36074/logos-07.03.2025.008.
  15. Mansour, B., & Basal, M. (2024). The relationship between digital content marketing success and sustainable consumption behavior. American Journal of Industrial and Business Management, 14(4), 392-407. doi: 10.4236/ ajibm.2024.144020.
  16. McLuhan, H. (1962). The Gutenberg galaxy: The making of typographic man. Toronto: University of Toronto Press.
  17. Mordor Intelligence. (n.d.) Online advertising market size & share analysis – growth trends and forecast (2026-2031). Retrieved from https://www.mordorintelligence.com/industry-reports/online-advertising-market.
  18. Nanji, A. (2025). The incredible scale of ad market dominance by Alphabet, Meta, Amazon. Retrieved from https:// www.marketingprofs.com/charts/2025/53822/big-tech-ad-market-dominance-alphabet-meta-amazon-study-warc.
  19. Nesterenko, V., Miskiewicz, R., & Abazov, R. (2023). Marketing communications in the era of digital transformation. Virtual Economics, 6(1), 57-70. doi: 10.34021/ve.2023.06.01(4).
  20. Oberlo. (n.d.) Digital ad spend (2017-2028). Retrieved from https://www.oberlo.com/statistics/digital-ad-spend.
  21. Perreault, W., Cannon, J., & McCarthy, E.J. (2021). Essentials of marketing. Dubuque : McGraw-Hill Education.
  22. Rude, J. (2026). Chart of the month: The race for generation alpha consumers begins. Retrieved from https://www. euromonitor.com/article/chart-of-the-month-the-race-for-generation-alpha-consumers-begins.
  23. Savytska, N. (2022). Resilient marketing as a prerequisite for business development. In Business, innovation, management: Problems and prospects (pp. 240-241). Kyiv: Sikorsky Academic Press.
  24. Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541-565. doi: 10.1016/j.ijresmar.2021.09.005.
  25. Shen, X., & Wang, J. (2024). How short video marketing influences purchase intention in social commerce: The role of users’ persona perception, shared values, and individual-level factors. Humanities and Social Sciences Communications, 11, article number 290. doi: 10.1057/s41599-024-02808-w.
  26. Solodukha, Z., & Leonova, S. (2025). Digital tools for promoting marketing agencies in the advertising services market: A comparative analysis of Google Ads and Meta approaches. The Actual Problems of Regional Economy Development, 1(21), 288-296. doi: 10.15330/apred.1.21.288-296.
  27. Statista. (2026). Mobile revenue share of the digital advertising market worldwide from 2019 to 2028. Retrieved from https://www.statista.com/forecasts/309712/mobile-share-digital-ad-spend-worldwide/.
  28. Statista. (n.d.). Advertising – worldwide. Retrieved from https://www.statista.com/outlook/amo/advertising/ worldwide#ad-spending.
  29. Teepapal, T. (2025). AI-driven personalization: Unraveling consumer perceptions in social media engagement.Computers in Human Behavior, 165, article number 108549. doi: 10.1016/j.chb.2024.108549.
  30. Toffler, A. (2022). Future shock. London: Random House Publishing Group.
  31. WARC. (2025). Global ad trends: Podcast publishers expand into video. Retrieved from https://www.warc.com/content/ feed/global-ad-trends-podcast-publishers-expand-into-video/10298.
  32. WARC. (n.d.). Advertising grew 8.9% in 2025 – but three companies took most of the spoils. Retrieved from https:// www.warc.com/content/feed/advertising-grew-89-in-2025--but-three-companies-took-most-of-the-spoils/enGB/11199#:~:text=Global%20advertising%20spend%20is%20now%20on%20course,impact%20on%20global%20 trade%20from%20trade%20tariffs.
  33. WPP Media. (2024). This year next year 2024: Our global advertising forecast for 2024-2025. Retrieved from https:// www.wppmedia.com/news/tyny-2025.
  34. Yastremska, O. (2025). Marketing tools as factors of strengthening the adaptability of enterprises to crisis changes in the external environment. Scientific Notes of Lviv University of Business and Law, 45, 416-426. doi: 10.5281/ zenodo.16754872.
  35. Yin, P., Cheng, X., Shen, J., & Zhang, N. (2024). Research on the Purchase intention of social commerce consumers in video streams: Dual pathways of affection and rationality. Behavioral Sciences, 14(9), article number 738. doi: 10.3390/ bs14090738.
  36. Zeithaml, V.A., Bitner, M.J., & Gremler, D.D. (2023). Services marketing: Integrating customer focus across the firm (8th ed). New York: McGraw-Hill Education.