SMM-MARKETING IN THE BANKING SECTOR OF UKRAINE: TRENDS, INNOVATIONS AND CUSTOMER-ORIENTED STRATEGIES

Ukrainian banking communications in modern conditions must adapt to the processes of hyper-digitalization of society and to an ecosystem where clients wish to receive banking services directly through social media interfaces. The article substantiates the innovativeness of SMM marketing and analyzes the role of social networks as an effective communication channel that contributes to the formation of trust and customer loyalty. It is proven that under the conditions of digitalization, SMM marketing has transformed from an auxiliary promotion tool into a strategic element of the digital ecosystems of financial institutions. It is established that the key feature of the modern stage is the transition from formal information to interactive engagement based on the use of artificial intelligence technologies, Big Data, and content personalization. A comparative analysis of SMM strategies of leading market players was conducted, revealing a clear specialization of banks depending on their positioning. PrivatBank focuses on scale, speed of communication, and integration with mobile banking. Oschadbank transforms the image of a stable institution through emotionally oriented content and storytelling for the youth. Sense Bank acts as a digital innovator, actively implementing AI tools for automation and personalization of the customer experience. Raiffeisen Bank emphasizes European service standards and building long-term relationships in professional networks. Special attention is paid to the development of a KPI system for the banking sector, which includes reach, engagement, cost per lead, cost per action, and customer acquisition cost. The application of this system allows for the transformation of social activity into specific financial results and minimizes information asymmetry between the bank and the consumer. The possibilities of adapting international experience in omni-channel communication and storytelling to the national characteristics of the financial market are explored. Differentiated approaches to digital communications for mass, state-owned, and foreign-capital banks are identified, and specific recommendations for their improvement based on international experience are proposed.