THE USE OF NATIVE ADVERTISING BY ENTERPRISES IN THE INTERNATIONAL CONTEXT

Abstract

In the modern digital environment, native advertising has become one of the leading tools for engaging a global audience by seamlessly integrating promotional content into digital environments. This article examines the key concepts and trends of native advertising in international markets, focusing on the specific challenges enterprises face and strategies for cultural adaptation. Successful campaigns by global companies such as Coca-Cola, LinkedIn, and Netflix are analyzed to demonstrate effective practices and provide actionable insights. The novelty of the research lies in the detailed analysis of cultural adaptation strategies specifically designed for Ukrainian companies entering the global market. This topic remains underexplored in the existing scientific literature. The study employs a qualitative methodology, combining theoretical analysis with detailed case studies of successful global campaigns by Coca-Cola, Netflix, and LinkedIn. These cases provide valuable insights into how leading brands utilize native advertising to connect with diverse audiences effectively. Furthermore, the research explores legal aspects, addressing regulatory frameworks and compliance challenges across various jurisdictions, to offer a holistic understanding of the operational environment for businesses engaging in international advertising campaigns. The conclusions clarify the significant role of native advertising as a marketing tool and emphasize the importance of cultural sensitivity and legal compliance in international campaigns. The research underscores the importance of cultural sensitivity and adherence to legal standards for successful international campaigns. Recommendations for enterprises include investing in high-quality localized content, leveraging advanced analytical tools, and collaborating with global platforms to optimize their native advertising strategies. By addressing both opportunities and obstacles, this study contributes to a deeper understanding of how businesses can leverage native advertising to expand their global presence and build sustainable competitiveness in international markets.