THE ROLE OF DIGITAL MARKETING TOOLS IN BUILDING BRAND LOYALTY IN THE CONTEXT OF MARKET GLOBALIZATION

The article explores the role of digital marketing tools in shaping brand loyalty in the context of market globalization. Globalization processes have significantly influenced changes in companies' marketing strategies, opening new opportunities for communication with consumers while also creating new challenges associated with increased competition and heightened demands for the quality of consumer interaction. Digital marketing, as an integrated system of tools and methods, provides companies with the ability to expand their influence across various markets and establish long-term relationships with customers. Special attention is given to the analysis of using social media, personalized content, loyalty programs, and data analytics to build sustainable brand loyalty. The study examines how a multichannel approach in digital marketing enhances customer satisfaction and creates an emotional connection with the brand, which, in turn, contributes to its competitiveness. It has been found that the effectiveness of digital marketing tools largely depends on companies' ability to adapt their marketing strategies to the conditions of a globalized market, taking into account the cultural, social, and economic characteristics of different regions. Furthermore, the importance of continuous monitoring and analysis of consumer trends is emphasized, allowing brands to respond promptly to changes in the digital environment and increase consumer trust. The article also outlines the key challenges brands face in the context of globalization, including information overload and the need to maintain competitive advantages through the use of innovative approaches in digital marketing. Research Materials. The study utilized the works of domestic and foreign authors who conduct scientific and practical research in this field. The following scientific methods were applied: theoretical generalization, grouping, empirical analysis, as well as logical summarization of the results obtained. Purpose. To determine the role of digital marketing tools in building brand loyalty in the context of market globalization, as well as to analyze the effectiveness of using these tools to strengthen the competitive positions of enterprises. Results. The study provides practical recommendations for companies to optimize their marketing activities, particularly through the active use of digital tools to strengthen brand loyalty in the dynamic development of global markets. Discussion. The use of digital marketing tools to build brand loyalty has significant growth potential, especially in the context of further globalization and digitalization of markets. As artificial intelligence, machine learning, and big data technologies continue to advance, companies will have the ability to fine-tune their marketing strategies even more precisely to meet consumer needs and expectations.