Robul, Yuriy V.Робул, Юрій ВолодимировичРобул, Юрий Владимирович2022-11-102022-11-102022Digital Transformations of Modernity: Proceedings of the Multidisciplinary International Scientific-Practical Conference (24 January, 2022, Coimbra, Portugal), Chernihiv: REICST, 2022.https://dspace.onu.edu.ua/handle/123456789/34189Under the influence of the development of information and communication technologies, significant changes in marketing are taking place [1]. They go far beyond the emergence of new tools of consumption-related interaction with consumers and between them but causing a fundamental change, in both the ways of creating and conveying consumer value and the gradual shift of market power towards consumers by expanding their access to information and the possibility of creating and distributing own content.enDigital MacromarketingScopeConceptmarketingArticle