Indicators of emergence of digital marketing paradigm according to T.S. Kuhn

The article aims to verify the hypothesis regarding the relevance of the application of the paradigmatic concept of T.S. Kuhn to identify the historical determinants of the emergence and development of the digital marketing paradigm in the global context. In particular, the study focuses on identifying the main signs of the formation of a paradigm: the creation of specialized journals, the establishment of professional societies and the introduction of courses directly or indirectly related to digital marketing into the curricula of higher education institutions. Analyses results. The article is devoted to the application of the principles of the paradigmatic concept of T.S. Kuhn in the context of the first signs of the emergence of the digital marketing paradigm, in particular through the formation of specialized journals, the foundation of specialists’ societies, and the introduction of relevant courses into curricula. In particular, the first scientific publication, the articles of which are also devoted to digital marketing issues, was «International Journal of Electronic Commerce», which was founded in 1996 in the USA; the first professional association, the activities of which are directly correlated with the field of digital marketing, was «eMarketing Association» (EMA), founded in 1998 in the USA; the mention of the first interactive course on Internet marketing in the publication «Journal of Marketing Education» dates back to 2000, the authorship of which belongs to professors of marketing from Towson University (Maryland, USA). Accordingly, by identifying all the first signs of the digital marketing paradigm according to T.S. Kuhn, the fact of its existence has been confirmed. Based on the analysis of the first signs of the emergence of the digital marketing paradigm, the chronological period of its formation (1996-2000) and local origin (USA) have been identified. Further development in the field of digital marketing has led to the formation of relevant educational programs in different countries, including Ukraine. Conclusions and directions for further research. As prospects for further research, we identify the following areas: development of the structure of the digital marketing paradigm based on the use of T.S. Kuhn's paradigmatic concept, taking into account its main components – paradigm, scientific community, normal science, anomaly, scientific revolution, puzzle, etc.; identification and characterization of the development of digital marketing in the context of T.S. Kuhn's paradigmatic concept, in particular the three main stages of science development (pre-paradigm stage, stage of normal science, stage of scientific revolution).