Psychological triggers of verbal business communications

The article explores and analyzes attention-grabbing trigger elements used on the social media platform Threads by Ukrainian brands such as Monobank (Oleg Go­rokhovskyi), Kyivstar, and Nova Poshta. Their behavioral patterns on social media prompt reflection on modern marketing approaches, where situational creativity, the brea­king down of formality, and active audience engagement take center stage. As examples, the article presents specific posts published on Threads.

The use of trigger elements enables brands not only to capture attention but also to build trust with their audiences by showcasing humanity, self-irony, and contextual sensitivity. In the case of Monobank, there is a noticeable emphasis on humor and direct communication, allowing the brand to maintain a sense of relatability with its customers. Kyivstar, on the other hand, frequently refers to themes of national identity and socially significant events, which strengthens emotional connection with followers.

A particularly illustrative case is that of Nova Poshta, which combines infor­ma­tiveness with a light and engaging delivery — using memes, short videos, or unexpected responses to current news trends. This reflects the brand’s flexibility and ability to respond quickly to changes in the social landscape, thus creating a competitive edge in the market. Overall, the article traces a shift from traditional to more dynamic, dialogue-based marketing, which increasingly leans toward cultural integration and authentic communication with the audience.

This trend also reflects a shift in consumer expectations, as people increasingly value sincerity, transparency, and a brand’s ability to react instantly to the world around them. A successful social media strategy today is no longer limited to promoting a product — it’s about speaking the audience’s language: simple, timely, and emotionally resonant. In a world of information overload, this kind of interaction allows brands to remain visible, relevant, and genuinely close to their customers.

Keywords: communication, triggers, business, engagement, social media.

doi: 10.32403/0554-4866-2025-2-90-299-304