THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR: ANALYSIS OF TRENDS AND PRACTICES OF USING POPULAR ADVERTISING PLATFORMS

This article is devoted to the study of the influence of social networks on consumer behavior and the analysis of current trends and practices in the use of popular advertising platforms. The authors consider the phenomenon of social networks as a powerful tool for influencing consumers, allowing companies to effectively advertise their products and services. The article provides examples of successful campaigns on various platforms, as well as analyzes the main trends in the behavior of users of social networks and its impact on their purchasing behavior.