ОСОБЛИВОСТІ ПРОСУВАННЯ СІЛЬСЬКОГОСПОДАРСЬКОЇ ТЕХНІКИ У ОНЛАЙН СЕРЕДОВИЩІ

This article examines the peculiarities of creating an advertising message in the context of the digital transformation of the agricultural sector, particularly in the agricultural machinery sales segment. It emphasises the change in communication channels and consumer behavioural patterns when using the online environment. Based on an analysis of empirical data, the article outlines the decision-making process of the target audience, from initial information gathering to final product evaluation and interaction with dealers. It reveals the role of search engines, specialised trading platforms (OLX, Agronetto and AgroRia), social networks (Facebook) and video content (YouTube) in forming consumer choice. The article demonstrates that the effectiveness of an advertising message largely depends on its relevance to the current stage of the consumer's information-seeking behaviour and on the message being presented clearly, visually and functionally. The proposal is a universal concept for building an advertising message that adapts to the online environment and the way consumers interact with information channels. A communication model for interacting with the target audience has been developed and detailed using a promotional channel scheme. The results obtained are of practical importance for designing effective B2B advertising campaigns in a digital environment.