INTEGRATION OF NEUROMARKETING INTO DIGITAL MARKETING COMMUNICATIONS OF E-COMMERCE ENTERPRISES UNDER THE CONDITIONS OF SOCIETAL VALUES TRANSFORMATION

The article examines the theoretical and applied foundations of integrating neuromarketing approaches into the system of digital marketing communications of e-commerce enterprises and clarifies the essence of neuromarketing as a tool for studying consumers’ subconscious reactions to digital content, interfaces, and advertising messages. The purpose of the study is to substantiate theoretical and methodological provisions and to develop practical recommendations for the implementation of neuromarketing solutions in the activities of e-commerce enterprises. The potential of applying attention-tracking technologies, emotional analytics, and behavioral data to increase conversion rates and personalize offers is analyzed. A multi-method approach ensured comprehensive analysis.An organizational and economic mechanism model for integrating neuromarketing technologies into the digital marketing of e-commerce enterprises is proposed, reflecting the interconnection of organizational, technological, economic, and process components. The model has a multi-level structure and is based on consideration of the enterprise’s digital development strategy, the competitive environment, the behavioral characteristics of online consumers, and the resource potential of the enterprise. The organizational subsystem will form a neuroanalytical team, develop directions for adapting business processes and ensuring confidentiality. The technological block includes the application of eye-tracking, EEG, and facial coding tools. The economic block covers budgeting, performance evaluation, and cost management. The process block defines the stages of implementation: diagnostics, pilot testing, scaling, and performance assessment. Implementation of the proposed model ensures higher conversion rates, increased customer loyalty, and enhanced competitiveness of e-commerce enterprises. The article analyzes the main directions of the transformation of societal values among domestic consumers in the context of the war, particularly the shift of priorities toward freedom, security, humanistic orientations, and national identity.