Annotation: At the stage when companies diversify promotion tools and implement such modern tools of marketing communications, the problem of their fragmented and inconsistent application arises, caused by several factors. First, new tools of modern communication technologies emerge and develop at a rapid pace, which prompts companies to implement them in the set of promotional tools. In today's world, communications play a fundamental role in establishing and maintaining engagement between brands and their audiences. Effective communications do not just provide information, they build relationships between users. In order for this relationship to be successful, it is necessary to consider the values and image of the brand.