Conceptualization of the role of marketing in social processes

Abstract

The article deepens the understanding of the role and place of marketing in social processes, focusing on its influence as a tool of social change. The relevance of the topic lies in the integral role of marketing initiatives in the formation of cultural and consumer practices in the modern globalized world. The goal of scientific research is the systematization and expansion of knowledge about the impact of marketing on society, and the tasks include the analysis of the mechanisms of this impact, trends in the development of socio-economic processes, challenges and prospects for the implementation of marketing technologies, the assessment of its effectiveness and the development of recommendations for improving marketing practices. The object of the research is marketing as a social tool that affects the formation of cultural norms, consumer practices and values ​​in the modern globalized society. The subject of research is the mechanisms and processes through which marketing affects social processes, including the study of strategies, tools and the impact of marketing campaigns on social change and cultural adaptation. The problem lies in the need to develop an integrated model that would take into account the impact of marketing on social processes in the conditions of globalization and digitalization of society. The research hypothesis proposes that effective marketing can serve as a positive regulator of social change, promoting sustainable development and cultural integration. Using the analysis of prerequisites, flows and processes characteristic of digital marketing, the authors of the article developed a model of digital marketing. The basis of this model is digital marketing systems, which function as mechanisms of interaction between various interested parties and are implemented through digital platforms. The findings highlight that marketing, when used correctly, can have a significant impact on social values and norms, including reshaping consumer habits and attitudes. Directions for further research include the development of innovative marketing strategies that take into account social and environmental aspects and can contribute to the sustainable development of regions and social systems, taking into account digitalization trends and innovative challenges and prospects for the development of technologies and social processes.