BUSINESS PROMOTION ON SOCIAL MEDIA: A SUBJECT FIELD REVIEW

Social networks are reaching an increasing number of users. These platforms open up unlimited opportunities for communication with potential customers. Therefore, enterprises, ranging from small businesses, represented by one person, to large corporations, open offices and set up SMM marketing on social networks. Online marketing has evolved so quickly that all aspects that companies previously used in the real world have gone virtual. But the main goal remains the same: the sale of goods and services, as well as their management. Social marketing SMM is based on communication with the audience and allows you to more accurately analyze the mood of customers in the market, your competitors and quickly respond to situations that have arisen. Due to the events that happened against the background of diseases, as well as the wide geographical spread of the disease, many colleges, universities, offices and other areas of life were forced to switch to the online format, which led to dramatic changes in people's lives. In response to a rapidly growing number of publications, this review sought to synthesize the available literature dealing with the topic of online advertising, specifically focusing on social media. To choose the material to be analyzed, Scopus was searched from January 2020 to January 2022. A total number of 249 articles were identified, 30 articles were selected based on predefined eligibility criteria and included in this review with a total number of 28,225 participants being described. Most of the research works focused on business, social networks, SMM. To fully understand the impact of SMM on social media and ordinary people today, this review could be a useful supplement to the rather limited body of literature dealing with promoting business on social media.