Конвергенція користувацького досвіду і управління маркетинговими комунікаціями в умовах рефлексивних цифрових трансформацій
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Date
2022
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Abstract
The paper emphasizes the importance of focusing marketing communications on the user experience of consumers. This helps to avoid cognitive biases on the part of the recipient of information or use them for the benefit of the brand. The main cognitive distortions are formulated and explained. The work clearly demonstrates their place in the model of marketing communications. Thus, this opens up space for reflexive management and marketing tools of influence in the context of reflexive digital transformations.
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marketing communications, user experience, UX, cognitive distortions, digital transformations, informatization, reflexive management
Citation
"Ştiinţă. Еducaţie. Сultură", conferinţă ştiinţifico-practică internaţională (2022; Комрат). Conferinţa ştiinţifico-practică internaţională "Ştiinţă. Еducaţie. Сultură" = Междунар. науч.-практ. конф."Наука. Образование. Культура": 31-ая годовщина Комратского гос. ун-та: Сб. статей / науч. комитет: Захария С. К. (председатель) [и др.] – Комрат: КГУ, 2022 (A&V Poligraf). – Т. 1: Экономические науки. Сельское хозяйство и перерабатывающая промышленность. Информационные технологии, математика и физика. Право и политические науки/ сост.: Сулак С.К., Лупашку С.И. – 2022.