Digital marketing communications in branding agricultural products

Анотація

The article presents a comprehensive scientific study of the theoretical and applied aspects of digital marketing communications in the branding strategies of leading agricultural enterprises in Ukraine. The author argues that, in the context of global digitalization, traditional approaches to promoting agricultural products require transformation, with marketing communications shifting from a sales-support tool to a fundamental factor in shaping corporate reputation and market positioning. The empirical part of the work is based on a detailed analysis of the communication practices of the five largest market players: Kernel, MHP, LNZ Group, Nibulon, and Astarita-Kyiv. Using Google Trends and Meta Ad Library, the author assesses companies’ digital presence and advertising intensity on Facebook and Instagram. The study revealed a significant differentiation of communication models: from aggressive product B2C branding (MHP) to balanced corporate ESG positioning (“Astarta-Kyiv”) and technological B2B marketing (LNZ Group). The scientific novelty of the study lies in the development and testing of the author’s communication activity index (CAI), which enables quantitative comparison of the intensity of use of digital advertising tools regardless of the scale of the enterprise’s activities. Analysis of the correlation between communication efforts and financial indicators allowed us to refute the hypothesis of a direct linear relationship between advertising volume and profitability, demonstrating that branding effectiveness in the agricultural sector is determined by the synergy of economic, reputational, and strategic factors. The results obtained are of high practical importance for top management and marketers of agricultural holdings, as they offer a methodical approach to optimizing digital advertising costs and improving brand capital formation strategies in the digital environment. The article expands understanding of the specifics of B2B and B2C communications in agribusiness and provides a basis for further exploration of the digital transformation of marketing activities. Keywords: digital marketing communications, branding, agricultural enterprises, communication activity, digital marketing, corporate brand, product brand, market positioning, marketing activities.

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