AFFILIATE MARKETING AS A TOOL FOR ENSURING EFFECTIVE DIGITAL PROMOTION OF GOODS AND SERVICES

The article analyzes and proves that innovative Digital Marketing technologies are the foundation for strategically strengthening the market positions of goods and services, and are also a determining factor in the effective commercialization of products in international markets. Constant monitoring of digital transformations and key trends in the field of digital marketing provides the opportunity to make informed management decisions regarding the implementation of technological innovations and scaling business activities at the global level. Analysis of the effectiveness of Affiliate Marketing in the digital environment demonstrates its ability to increase marketing performance by expanding reach and increasing customer engagement. Close interaction between advertisers and affiliates contributes to increasing consumer awareness and building loyalty. Affiliate marketing combines the ability to enter new markets with low costs of attracting an audience, providing flexible formats of cooperation. In the context of global competition, it acts as an important promotion tool, complementing multi-channel communications and analytical platforms that increase planning efficiency and strengthen financial performance. Educational initiatives contribute to the establishment of ethical standards in Affiliate Marketing, and systematic control of partners reduces the risks of fraud and strengthens trust and market stability. The study proposes a model for the functioning of the system for detecting and preventing fraud by affiliated participants within affiliate programs. The model includes comprehensive monitoring of manifestations of dishonest behavior by affiliates, analysis of potential reputational and financial risks for the brand, as well as mechanisms for their neutralization. As a result, a system of measures aimed at ensuring the integrity of partner interaction has been formed: the introduction of formalized agreements, algorithms for sanctioning violations, as well as the implementation of educational and educational initiatives to support ethical standards in the Affiliate Marketing environment.