THE IMPACT OF TEMPORAL DETERMINANTS ON THE EFFECTIVENESS OF MARKETING COMMUNICATIONS IN THE DIGITAL ENVIRONMENT

Abstract

The article examines the impact of temporal determinants on the effectiveness of marketing communications in the digital environment under conditions of increasing information intensity and growing competition for consumer attention. It is substantiated that time in digital marketing acts as a strategic resource that determines not only the probability of contact with a marketing message but also the depth of its cognitive processing, the level of user engagement, and the nature of behavioral responses. The limitations of traditional approaches to evaluating the effectiveness of marketing communications are identified, as they primarily focus on message content and distribution channels while insufficiently accounting for the temporal context of brand–consumer interaction.

The study systematizes the main temporal determinants of digital marketing communications, including micro-time, cyclical, event-driven, psychological, and technological time, and reveals the mechanisms of their influence on key performance indicators (Engagement Rate, Click-Through Rate, conversion, and retention). Particular attention is paid to the concept of micro-moments, which are considered critical temporal points of consumer decision-making and a tool for detailing the impact of temporal determinants on behavioral responses in the digital environment. The theoretical framework of the study is formed through the integration of the concepts of attention economy, cognitive load theory, real-time marketing, and consumer behavior micro-moments.

A comprehensive approach to analyzing the effectiveness of digital marketing communications in the temporal dimension is proposed, combining temporal determinants with marketing tools, business models, and applied strategic recommendations. The practical significance of the results lies in their applicability to optimizing digital communication strategies, increasing content relevance, reducing advertising fatigue, and improving the performance of marketing campaigns across various segments of the digital economy.