ВИКОРИСТАННЯ МУЛЬТИСЕНСОРНОГО МАРКЕТИНГУ КОМПАНІЯМИ ДЛЯ ПІДВИЩЕННЯ ЗАЛУЧЕНОСТІ СПОЖИВАЧІВ

The article examines the use of multisensory marketing by companies as a strategy to increase consumer engagement. It analyzes modern scientific approaches to defining the concept of multisensory marketing and its impact on consumer behavior. The key characteristics and principles that companies should take into account when implementing strategies in their campaigns are formed. The article contains a list of requirements for the effective use of multisensory marketing, which include the targeted use of various stimuli to attract consumers' attention, increase their emotional interaction with the brand, and create deeper and longer consumer impressions. [ABSTRACT FROM AUTHOR]