Marketing research of the advertising services in Ukraine аnd development of directions for building the brand at Diji Ltd
Students Name: Cherniaieva Anna Yuriivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2025-2026 н.р.
Language of Defence: ukrainian
Abstract: Modern scientific approaches to branding focus on the integration of innovative communication technologies and strategic reputation management of an enterprise [1]. The brand is viewed as a complex system that creates added value through the integration of marketing communications, social responsibility, and digital tools of interaction with consumers [2; 3]. Within this approach, socially responsible branding acts as a driver of trust, personnel stability, and long-term competitiveness of the enterprise. The formation of a positive brand image is associated not only with the quality of products and services, but also with the consistency of corporate behavior, internal culture, and the emotional experience of clients [4]. At the same time, the digitalization of the business environment has led to the emergence of a new direction-digital branding, which ensures the continuous presence of a company in the online space, builds brand awareness, and strengthens audience loyalty [5]. The combination of these approaches forms the methodological basis for developing an effective branding model for enterprises operating in the advertising services sector. Study object – the activity of the marketing agency LLC “Dijji” in the Ukrainian advertising services market. Scope of research – the theoretical foundations, analytical tools, and practical approaches to analyzing the advertising services market and forming the brand of LLC “Dijji” with consideration of modern trends, customer behavior, and the competitive environment. Goal of research: is to conduct a comprehensive analysis of the advertising services market in Ukraine, assess the marketing activities and competitive positions of LLC “Dijji”, and determine strategic directions for developing and strengthening its brand. The research findings. 8 The master’s thesis summarizes the theoretical foundations of the functioning of the advertising services market and systematizes key approaches to brand formation in the digital economy. The concepts of “advertising”, “branding”, and “marketing communications” are examined, and the role of targeted advertising, SMM, and content strategies in creating competitive advantages for advertising agencies is analyzed. Considerable attention is given to modern industry trends—such as the personalization of advertising messages, the growing importance of Big Data, and the use of interactive content as a tool for building trust and engagement among clients. The current state and development dynamics of the advertising services market in Ukraine are researched. An analysis of key market segments (targeting, SMM, branding) is conducted, with the identification of growth trends and factors influencing business decisions when selecting advertising agencies. The marketing activities of LLC “Dijji” are analyzed in detail, including the assessment of its client base, service structure, pricing policy, and communication strategy. Particular attention is paid to the fact that a significant share of clients rely on reviews and recommendations from other users, which demonstrates the importance of reputational capital and the critical role of social proof in attracting new clients. Strategic directions for forming and strengthening the brand of LLC “Dijji” are proposed. A communication concept is developed, which includes active promotion through targeted advertising (in particular, for business events), strengthening brand expertise through content marketing, and the use of partnership collaborations. An economic evaluation of the proposed measures is conducted, confirming that their implementation can lead to increased agency revenue, particularly due to the growth in inquiries and an increase in conversion rates across advertising channels. Key words: advertising services, branding, marketing communications, SMM, targeted advertising, competitiveness, advertising market, marketing agency. References. 1. Karpii O. P., Cherkes R. B. Novi formy brendynhu ta innovatsiini marketynhovi komunikatsii v systemi pidvyshchennia reputatsii pidpryiemstva. 9 Aktualni pytannia ekonomichnykh nauk. 2025. №10. DOI: https://a-economics.com.ua/index.php/home/article/view/460 2. Liadskyi I. K., Diadyk T. V., Pysarenko V. V. Sotsialna vidpovidalnist brendu v konteksti pidsylennia kadrovoi bezpeky pidpryiemstva. Aktualni problemy staloho rozvytku. 2025. Vyp. 2(5). S. 244-250. URL: https://journals.csr.com.ua/index.php/sustainability/article/view/160 (data zvernennia: 13.11.2025). DOI: https://doi.org/10.60022/2(5)-28S 3. Buha N., Skorbun S. Rozvytok sotsialno-vidpovidalnoho brendu kompanii. Ekonomika ta suspilstvo. 2024. №67. DOI: https://doi.org/10.32782/2524-0072/2024-67-25 4. Kniazieva T. Zastosuvannia kompleksnoho pidkhodu pry formuvanni pozytyvnoho imidzhu brendu. Sotsialno-ekonomichni vidnosyny v tsyfrovomu suspilstvi. Tom 2 (48). 2023. S. 62–72. URL: https://ser.net.ua/index.php/SER/article/view/487 (data zvernennia: 13.11.2025). DOI: https://doi.org/10.55643/ser.2.48.2023.487 5. Iankovets T., Medvedieva K. Tsyfrovyi brendynh pidpryiemstva u kompleksi marketynhovykh komunikatsii. Scientia ructuosa. 2022. №144(4), C.72–83. URL: https://journals.knute.edu.ua/scientia-fructuosa/article/view/1347 (data zvernennia: 13.11.2025) DOI:https://doi.org/10.31617/1.2022(144)05