Technological dimensions of code-switching: it tools for multilingual brand communication in Belarus

Abstract

This paper explores the technological dimensions of code-switching in multilingual brand communication, focusing on Belarus as a case study. In a country where Belarusian, Russian, and English coexist in public discourse, code-switching has become a strategic marketing tool. Information technologies such as Natural Language Processing (NLP), Big Data analytics, AI-driven platforms, and social media algorithms amplify the effectiveness of multilingual communication. The article analyses theoretical foundations, practical applications, advantages, challenges, and future perspectives, demonstrating how IT transforms code-switching from a linguistic phenomenon into a strategic instrument of digital marketing.