CONTENT MARKETING AS A TOOL FOR INFLUENCING CONSUMERS IN UKRAINIAN RETAIL TRADE NETWORKS

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The article examines content marketing as a psychological influence tool on purchase decisions within Ukrainian retail chains under martial law. The study analyzes consumer behavior changes in the digital era, addressing attention fragmentation, information overload, and declining traditional advertising effectiveness. Value-driven content builds trust, establishes brand expertise, and prepares customers for purchasing before direct contact. Psychological triggers at each stage of the modified AIDA/AISAS model are explored. Key distribution tools investigated include SMM, personalized email marketing, and retargeting strategies. AI's role in content personalization based on behavioral data is determined, with attention paid to ethical aspects of algorithmic influence and data privacy. Ethical principles like transparency, consent, and avoidance of manipulation are highlighted for brand reputation. Case studies of ATB, Silpo, and Marketopt demonstrate content strategy integration into sales via Social Selling. Analysis highlights Silpo's 5 million loyalty users and ATB's turnover growth nearing 300 billion UAH. Practical recommendations enhance marketing communications effectiveness under martial law and informational instability. Findings contribute to educational programs in digital marketing, AI, and sales by integrating theory with practical retail applications. The study emphasizes combining soft skills (psychology, storytelling) with hard digital tools (analytics, AI) for consumer engagement. Future trends for 2026–2030 predict video format growth and AI-driven personalization. Comparative analysis reveals rational triggers work best for price-sensitive audiences, emotional storytelling drives loyalty. This synergy ensures business resilience and growth despite economic challenges. Results validate the need for interdisciplinary training for specialists managing technological tools and psychological nuances in crises. Methodologically, research employs systemic analysis, comparative methods, and modeling for robust conclusions. The framework supports modernizing higher education curricula to meet industry demands.

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