SMM COMMUNICATIONS AS A TOOL FOR BUILDING AND MAINTAINING BRAND TRUST IN THE DIGITAL ENVIRONMENT

Abstract

The article examines the mechanisms of building and maintaining brand trust in the digital environment through social media marketing (SMM) communications. It summarizes the perspectives of Ukrainian researchers on the role of social media as a space where brand loyalty, transparency, and two-way interactions between companies and consumers are shaped. The study systematizes the main forms of social proof–customer reviews, user-generated content, influencer recommendations, case demonstrations, and social engagement–highlighting their influence on audience perceptions and trust formation. Special attention is given to key SMM analytical metrics, such as engagement indicators, sentiment analysis, audience retention, and response time, which help brands assess the effectiveness of their communications and respond to shifts in user attitudes.
The article also outlines the major risks of the digital environment: declining authenticity caused by excessive automation, the rapid spread of negative content, and reputational inconsistencies that may weaken the emotional connection between a brand and its audience. It is noted that modern digital tools, including automated analytical systems, can enhance communication accuracy but require a careful balance between technological capabilities and human oversight to preserve credibility and meaningful engagement.
Overall, the study provides a comprehensive analysis of SMM practices that contribute to strengthening trust-based, long-term relationships between brands and consumers within a competitive digital landscape.