Communication technologies: finding optimal solutions for interacting with audience

Бєлофастова, Таїсія Юріївна and Дьяченко, Роксолана Вікторівна (2025) Communication technologies: finding optimal solutions for interacting with audience Інтегровані комунікації, 20 (2). pp. 20-26. ISSN 2524-2652

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Abstract

This article examines communication technologies in general, with a specific focus on their application and technological aspects within the beauty industry. It establishes a methodological framework and provides practical examples of how these technologies can be used to develop businesses in this sector. The study includes a review of Ukrainian sources that explore the theoretical foundations of key concepts such as communication, communication technologies, and socio-communication technologies. Communication technologies are directly dependent on a company's established communication strategy and serve as a tool for its implementation. In this context, the article investigates various approaches to building a communication strategy and assesses its value for business growth. After enduring the exhausting COVID-19 crisis and currently facing the prolonged state of martial law, along with the threats and risks of war, it is critically important for modern businesses to rethink their communication strategies and find creative solutions for their execution. Businesses in the beauty industry are no exception. The Ukrainian population has been under long-term stress from the consequences of the COVID-19 pandemic and the socio-political and economic instability caused by the war. This calls for a new perspective on beauty salons, which can become not only a place for face and body care but also a space for leisure and psychological relaxation. An analysis of communication technology tools identified the most popular and effective ones. It was found that mobile applications, social networks (with diverse content), loyalty programs, charity auctions, and free online self-care marathons during wartime are effectively utilized in the beauty industry.

Item Type:	Article
Uncontrolled Keywords:	communication; communication strategy; beauty industry; corporate identity; brand identity; service; crisis conditions; customer interaction
Subjects:	Статті у базах даних > Index Copernicus Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет журналістики > Кафедра реклами та зв’язків з громадськістю
Depositing User:	доцент Таїсія Юріївна Бєлофастова
Date Deposited:	31 Dec 2025 08:54
Last Modified:	31 Dec 2025 08:54
URI:	https://elibrary.kubg.edu.ua/id/eprint/55777

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