PECULIARITIES OF COMMUNICATION POLICY OF AGRICULTURAL ENTERPRISES IN THE CONTEXT OF DIGITAL TRANSFORMATION AND BEHAVIORAL CHANGES

Abstract

The article explores the essence, significance, and contemporary challenges of communication policy in agricultural enterprises of Ukraine within the context of economic digitalization and global competition. It highlights the strategic role of marketing communications as a system of tools and channels that not only inform and persuade target audiences but also build long-term trust, shape corporate reputation, and ensure sustainable competitiveness. The study emphasizes that communication policy in agribusiness requires specific adaptation due to sectoral characteristics such as seasonality, high dependence on international markets, and growing consumer demands for food quality and environmental responsibility. A comprehensive review of scientific approaches by both foreign and domestic scholars shows that communication policy should be perceived as a two-way, integrated process involving interaction with multiple stakeholders — consumers, suppliers, state institutions, and international partners. The paper identifies key instruments of marketing communications relevant to agricultural companies, including advertising, public relations, sales promotion, direct marketing, and digital marketing. Special attention is paid to the increasing importance of Integrated Marketing Communications (IMC), which combine traditional and digital channels into a single cohesive system, ensuring message consistency and stronger brand positioning. The main problems of communication policy in Ukrainian agribusiness are outlined, such as insufficient financing of marketing activities, a shortage of qualified digital marketing specialists, limited implementation of advanced IT solutions, and weak adaptation of branding strategies to international standards. To overcome these barriers, the article proposes practical directions for improvement: development of integrated communication strategies, implementation of big data analytics and CRM-based personalized communications, expansion of digital platforms for customer interaction, active participation in international exhibitions, and strengthening of ecological branding initiatives. The results of the study have practical relevance for managers and practitioners in the agricultural sector, providing methodological and applied recommendations for enhancing communication efficiency, improving the competitiveness of Ukrainian agribusiness in domestic and foreign markets, and ensuring its sustainable development in the era of digital transformation.