Information visualization as tool for forming marketing communications
Year: 2026
Type: article
Abstract: The aim of the article is to substantiate the methodological foundations for the use of information visualization and to assess its impact on the effectiveness of enterprise marketing communications. Analysis results. The article examines the role of information visualization as a tool for shaping effective marketing communications of enterprises in the context of digitalization and increasing competitive pressure. The relevance of the study is driven by the growing information overload faced by consumers and the need to identify new approaches to enhancing the effectiveness of marketing messages. The study employs systemic, process-based, and behavioral approaches, as well as methods of analysis, generalization, and modeling. Based on a review of contemporary domestic and international scholarly sources, key information visualization tools and the mechanisms of their influence on consumers’ cognitive, emotional, and behavioral responses are identified, and the functional role of information visualization within the marketing communications system is defined. The paper substantiates the impact of visualization tools on the levels of consumer engagement, trust, purchase intention, and loyalty, thereby creating a basis for further empirical research. As a result of the study, a model for the use of information visualization in marketing communications is proposed, combining visualization tools, psychological mechanisms of perception, and indicators of marketing performance. Conclusions and directions for further research. The developed model integrates the identified patterns into a coherent marketing communications strategy and provides a methodological framework for enhancing the effectiveness of brand–consumer interactions. The practical significance of the results lies in their potential application by enterprises to improve the effectiveness of communication strategies and to build sustainable competitive advantages.
Institution: Rauf Ablyazov East European University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7152113121