AUDIOVISUAL CONTENT AS A TOOL FOR MARKETING COMMUNICATIONS IN THE AFFILIATE MARKETING SYSTEM

This article examines the communicative potential of audiovisual content within the affiliate marketing system in the context of the ongoing transformation of marketing communications. It demonstrates that the evolution of the digital communication environment is reshaping the role of affiliate marketing, where the establishment of sustainable communicative relationships among brands, content creators, and audiences has become as important as the achievement of commercial outcomes. Particular attention is devoted to the communication mechanisms that determine the effectiveness of audiovisual content. The empirical component of the study is based on a qualitative content analysis of the partnership between Daria Kvitkova and Puma Ukraine. The findings contribute to a deeper understanding of audiovisual content as a strategic instrument of marketing communications in affiliate marketing, whose communicative value lies in its capacity to facilitate the cognitive verification of information, foster trust in creators' recommendations, and sustain long-term interaction among the key participants in partnership communication.