THE FUNCTIONS OF ANALYZING THE CONTENT OF USER COMMENTS WHEN PROMOTING PHOTO SERVICES

This article describes the role of comments in promoting photography services. The issue at hand is the insufficient effectiveness of utilizing user comments for content analysis. The object of this article is user comments as a tool for service promotion. The goal of the article is to examine comments on social media from the perspective of customer experience and their potential use in business promotion. In the context of fierce competition, effective management of customer orientation ensures the stability of a company’s market position and the consistency of consumer interest. Content analysis is considered as a tool for promoting photography services in conjunction with customer feedback. The paper justifies the relevance of managing customer reviews under current business conditions. Principles for working with comments on the social network VKontakte were also examined. Additionally, the concept of customer experience was analyzed from two perspectives. A review of comments was conducted to identify the strengths and weaknesses of the subject, highlighting the functions of promotion. Thus, the article convincingly demonstrates that comments are a powerful promotional tool for businesses and confirms their effectiveness based on analysis. As a result of this article, entrepreneurs will be able to view familiar comments in a new light and utilize them in their promotion strategies.