POSSIBILITIES OF SOCIAL MEDIA FOR BUSINESS-CONSUMER RELATIONSHIP MANAGEMENT

Social media constitutes a fundamental component of contemporary leisure and everyday life, with a significant portion of human interaction and activity occurring within its digital framework. Under such circumstances, this environment provides a platform for business promotion, beneficiary behavior analysis, and the implementation of targeted marketing strategies. The article examines the multifaceted influence of social media on public life and analyzes conceptual and practical approaches to its effective management and utilization.