THE IMPACT OF NEUROMARKETING ON CONTENT CREATION IN MARKETING COMMUNICATIONS AND BUILDING BRAND TRUST

Digital transformation provides new opportunities for researching consumer behaviour based on the impact of content used in marketing communications. Today, effective content can be created based on research using neuromarketing methods that measure various consumer responses. This is especially important in the online environment, where trust in content builds trust in the brand. However, despite the large amount of research on neuromarketing, insufficient attention is paid to the impact of neurodata on the content creation process, and it is poorly integrated into brand content strategy and brand trust building. Therefore, the problem of the relationship between neuromarketing, content used in marketing communications, and brand trust in the context of digital transformation is relevant. The purpose of this article is to determine the impact of neuromarketing on the creation of marketing content and its optimisation for building brand trust in the context of digital transformation. Based on an analysis of literary sources and the results of research by scientists in the field of neuromarketing and marketing communications, the article discusses neuromarketing methods, their impact on the formation of optimal content, and their practical application. The article identifies the areas of influence of neuromarketing on marketing communications and the purpose of its application in marketing communications. The article proposes a model of the mechanism for building trust in a brand through the use of neuromarketing methods. It considers the role of digital transformation in changing the mechanism of neuromarketing's influence on content in marketing communications and, through it, on trust in the brand, including through the use of artificial intelligence. The practical significance of the results obtained allows companies to increase their competitiveness through the use of neuromarketing methods, based on the use of content that builds brand trust and influences consumer behaviour. The results obtained allow us to continue research in the direction of determining the stability of trust over time, as well as the interaction of algorithms for the application of content and neuro-indicators of trust.