The object of research is the purchasing behavior of consumers of cultural products. The aim of the study is to determine the model of consumer decision-making about the purchase of cultural products, taking into account the emotional component under the conditions of development of information and communication technologies. It has been established that macroeconomic factors in the formation of marketing of cultural industries are characterized by a number of features, among which the development of information and communication technologies is key. Making a consumer decision regarding a cultural product depends on its economic and cultural values but is determined by its emotional value. The proposed model of influence of emotional value makes it possible to determine the likelihood of a positive consumer decision in relation to a particular cultural product or brand. Evaluation of the impact of the spread of information and communication technologies on the consumption of cultural products proved the existence of a link between the number of Internet subscribers and household spending on culture and recreation. However, most cultural products consumed via the Internet or television are free or obtained free of charge from unofficial sources (the so-called "pirated" content). It was found that half of consumers do not attend cultural events at all due to lack of funds, time, or remoteness of the event. At the same time, the main channels and sources of information of consumers of cultural products are the Internet and television. It has been established that emotional marketing realizes itself as fully as possible through a loop-like model of bringing commercially important information to the final consumer of cultural products. In this process, digital marketing technologies, especially digital platforms, play a key role as a tool. The practical significance is in the possibilities of applying the data obtained in the process of developing marketing programs for subjects of cultural industries.

Introduction. Every day, the vast majority of society members are active consumers of various types of socio-cultural products. This gives a significant impetus to the more progressive development of the socio-cultural sphere and the need to improve the quality of its products. The question of how exactly to measure and analyze the consumer's perception of the quality of a certain socio-cultural product is relevant. To understand how a consumer evaluates the quality of a certain socio-cultural product, first of all, it is necessary to discover how he builds his own logical judgments about this product. Purpose and methods. The purpose of the article is to study the characteristics that determine consumers' conclusions about the quality of a socio-cultural product, regardless of whether they do it directly or indirectly. The research methodology consists of the application of system-functional and system-structural analysis as the theoretical basis of this study, which precisely allows the revealing of the relationship between these characteristics. Results. Determining the causal structure of the conceptual representation of a socio-cultural product – a park of culture and recreation, making it possible to reveal a clear relationship between the nature of the property, its causal status, accessibility for understanding, and its significance. The nature of the property determines its place in the system of relationships. Structural properties have the obvious status of a cause, procedural properties determine the obvious status of an effect, and an impression is an impression and a point of convergence of several relationships. Conclusions. The presented research results convincingly prove the applicability of theoretically grounded casual models of socio-cultural analysis both at the level of fundamental research and in applied fields.

This study considers the use of digitalization technologies in the management of marketing of a commercial company. As a result, the problem of bringing empirical knowledge about the importance of digitalization technologies in the company's marketing management to a theoretical model has been solved. Digitalization technologies for implementation in marketing activities were selected and the decomposition of marketing management in a commercial company was performed. On this basis, a theoretical model for assessing the impact of digitalization technologies on the marketing management of a commercial company has been developed. The results of an empirical study based on the developed theoretical model proved the truth of the hypothesis about the positive impact of the spread of the use of digitalization technologies on the marketing management components of commercial companies. The choice of specific digitalization technologies is explained by the essence of marketing as a management activity. Structural decomposition of the marketing management process is explained by traditional management functions and clarifies the criteria for choosing technologies. The results of calculations according to the formed theoretical model are explained by the development of the platform economy and ecosystems, which involve the studied big data technologies, cloud computing and social media, as well as blockchain. The methodical approach to substantiating the role of digitalization technologies proposed in this study is characterized by the use of fundamental provisions on cybernetic systems, management theory, and modern marketing concepts. The obtained results make it possible to find out the presence and direction of the effects of the spread of the use of digitalization technologies in the company's marketing management and make informed decisions about the business digitalization strategy