The issues of patriotism in marketing communications in the conditions of Russian aggression in Ukraine

The purpose of the article is to identify changes in the attitudes, values and postulates of Ukrainian consumers during the Russian aggression and to assess the trends of changes in the development of marketing communications of enterprises during the war in Ukraine. Critical analysis of the literature on this topic was used as research methods in the theoretical part. In the empirical part, the descriptive-comparative method and case studies were used to analyze the content of advertisers and the reaction of consumers to them. For her research, carried out in September 2022, the Author applied a survey on the Google Forms platform, in which 198 respondents aged 18–25, from universities in different regions of Ukraine, took part on a voluntary basis. The research sample is deterministic, not representative. In addition, the article uses the results of research on this topic by the research companies Gradus Research, Deloitte Ukraine, Kantar, and the American Chamber of Commerce, all conducted between February and October 2022. The results of the research as presented in the article allow us to conclude that Russian aggression significantly influenced the behavior of consumers and their preferences regarding communication messages. Currently, processes related to the protection of national identity are taking place in the Ukrainian society. Therefore, since the first days of Russian aggression in Ukraine (dating since February 24, 2022), a great demand has been seen for the values of patriotism in advertising campaigns, and consumers prefer brands that advertise them. At the same time, the results of the study indicate that the continuation of the armed conflict may lead to a habituation effect and a certain decrease in the effectiveness of marketing communication of enterprises based on the category of patriotism in their campaigns.

References/Bibliografia

2plus2.ua. (2022). Shcho dumaiut ukraintsi pro naslidky viiny ta yakym bachat naikrashchyi rezultat peremovyn: infohrafika. 07.04.2022. https://2plus2.ua/novyny/scho-dumayut-ukrainci-pro-naslidki-viyni-ta-yakim-bachat-naykraschiy-rezultat-peremovin-infografika

American Chamber of Commerce in Ukraine. (2022). Doing business after 120 days of war in Ukraine. Report. 23.06.2022. https://chamber.ua/ua/news/rezultaty-opytuvannia-palaty-vedennia-biznesu-pislia-120-dniv-viyny-v-ukraini/

Bartosik-Purgat, M. (Ed.) (2017). Zachowania konsumentów. Globalizacja, nowe technologie, aktualne trendy, otoczenie społeczno-kulturowe.Wydawnictwo Naukowe PWN.

Birovash, M. (2022). Tsina zmin. Transformatsiia rozdribnoi torhivli pidchas viiny. 14.09.2022. https://hub.kyivstar.ua/news/czina-zmin-transformacziyarozdribnoyi-torgivli-pid-chas-vijny/#3

Boguszewicz-Kreft, M. (2009). Emocje – niedoceniany element marketingu. Marketing i Rynek, (11), 15–20.

Borodii, A. (2022). Spryiniattia reklamnoho kreatyvu pid chas viiny. Rezultaty spilnoho daslidzhennia Kantar ta Google. 21.10.2022. https://services.google.com/fh/files/events/webinar.pdf

Economichna Pravda (2022). Monobank changed the design of the cards. 28.02.2022. https://www.epravda.com.ua/rus/news/2022/02/28/682953/

Gajewski, I. (2016). Wykorzystanie marketingu społecznego i reklamy niekomercyjnej w kształtowaniu pożądanych zachowań społecznych. In: D. Walczak-Duraj, & J. Koprowicz (Eds), Humanizacja pracy, (1/283), 125–135.

Hmarochos. (2022). "Halichyna" milk was renamed "Crimea" and "Donbas". In supermarkets, you can find dairy products with the names of 14 Ukrainian regions. 19.07.2022. https://hmarochos.kiev.ua/2022/07/19/galychyna-vypustyla-produkcziyu-z-ukrayinskymy-regionamy-yaki-nazvy-mozhna-znajtyna-polyczyah-magazyniv/

International Monetary Fund. (2022). Press releases. 21.10.2022. https://www.imf.org/en/Countries/UKR

Kantar.com (2022). Yak ekonomichni i sotsialni vyklyky formuiut zanepokoiennia ta povedinku liudei. 04.10.2022. https://www.kantar.com/inspiration/brands/how-are-economic-and-social-challenges-shaping-peoples-concerns-and-behaviour

Leonichev, O. (2022). Hravtsi "Shakhtaria" vyishly na match u futbolkakh iz nazvamy ukrainskykh mist. Dzerkalo Tyzhnia. 09.04.2022. https://zn.ua/ukr/SPORT/hravtsi-shakhtarja-vijshli-na-match-u-futbolkakh-iz-nazvami-ukrajinskikh-mist-herojiv-zamist-prizvishch.html

Maranchak, M. (2022). Yak zminyvsia kharakter pokupok ukraintsiv pid chas viiny – doslidzhennia Kantar. 06.09.2022. https://rau.ua/novyni/harakterpokupok-ukrainciv-kantar/

Mazurek-Łopacinska, K. (2021). Zachowania konsumentów na współczesnym rynku. Perspektywa marketingowa. PWE.

Miroński, J. (2022). O tym, co w nauczaniu zarządzania równie popularne, co kontrowersyjne. Marketing i Rynek, (8), 3–12.

Radiosvoboda.org. (2022). 81% ukraintsiv zhertvuvaly hroshi na potreby armii – opytuvannia KMIS. 20.09.2022. https://www.radiosvoboda.org/a/news-81-vidsotok-ukraintsi-pozhertvy-potreby-armii/32042861.html

Romat, E. (2022). Marketynhovi komunikatsii: pidruchnyk. Studtsentr.

Sanak-Kosmowska, K. (2018). Rola serwisów społecznościowych w komunikacji marketingowej marki. Wydawnictwa Drugie.

Staszewska, J., & Skorus, P. (2017). Komunikaty wizualne – specyfika komunikacji marketingowej. Zeszyty Naukowe Wyższej Szkoły Humanitas. Zarządzanie, (1), 83–100.

Szymoniuk, B. (2019). Komunikacja marketingowa w klastrach i uwarunkowania jej skuteczności. Wydawnictwo Politechniki Lubelskiej.

Taranko, T. (2015). Komunikacja marketingowa. Istota, uwarunkowania, efekty. Oficyna. A Wolters Kluwer business.

Ukrinform. (2022). Ponad 95 vidsotkiv ukraintsiv doviriaiut Zbroinym Sylam, bilsh yak 80% – Prezydentu Ukrainy. 28.10.2022. https://www.ukrinform.ua/rubric-society/3602976-ponad-95-ukrainciv-doviraut-zsu-bils-ak-80-prezidentu.html

Wiktor, J. W. (2013). Komunikacja marketingowa. Modele, struktury, formy przekazu. Wydawnictwo Naukowe PWN.

Wolanin-Jarosz, E. (2015). Etnocentryzm konsumencki w środowisku międzynarodowym. Studium rynkowe euroregionu karpackiego. Difin.