Digital Marketing Tools in Forming the Image of Socially Responsible Innovative Enterprises and Startups

This study investigates digital marketing’s role in shaping the image of socially responsible startups and innovative enterprises. It substantiates the convergence of CSR, ESG communications, and digital tools within the experience economy. The research systematizes key positioning tools-content marketing, SMM, influencer marketing, SEO, and native advertising–conducting a comparative analysis of their effectiveness across IT, GreenTech, and social enterprises. The scientific novelty is a three-level digital image model based on the synergy of a value core (ESG vector). The practical results offer frameworks for building authentic digital strategies that enhance consumer trust, attract investment, and ensure sustainable development.