MARKETING MANAGEMENT PRACTICES OF CONSUMER LOYALTY TO BRAND IN MEDIA COMPANIES

Abstract

The article examines the peculiarities of forming consumer brand loyalty in the activities of modern media companies in the context of digital transformation, growing competition, and changing communication strategies. The problem is posed due to the need to systematically review approaches to building brand loyalty in the context of audience fragmentation, high emotionality of media consumption, and the significant influence of social factors. The publication reviews the scientific works of Ukrainian and foreign researchers in the field of brand loyalty management as the basis for media companies, digital marketing, and media consumer behavior. It is emphasized that in domestic research this topic has been studied fragmentarily and requires further development. The purpose of the article is to study the practices of marketing management of consumer brand loyalty on the example of domestic and international media companies. The study analyzes the structure of the media market, the concentration of companies within a particular segment, which forces them to actively develop and apply the latest complex and promising marketing technologies to retain consumers and their brand loyalty. A matrix of practices of marketing management of brand loyalty is formed, which summarizes the groups of media companies by the specifics of using such practices. It is stated that media companies often use similar practices to build brand loyalty, which indicates the globalization of marketing strategies and their adaptation to national cultural and communication contexts. The result of the analysis is a generalization of practices that demonstrate the potential for scaling and adaptation to the market in modern conditions. Conclusions are drawn on the key factors of long-term brand loyalty of media companies, which is realized through a combination of content, form and values, adapting approaches to the needs of their audience. Further research is planned to focus on the strategies of marketing brand loyalty management that underlie the success of a media company in the market, which will allow, considering consumer priorities, to form a generalized model of brand loyalty management in media companies.