SOCIAL NETWORKS AS AN INSTRUMENT OF ENGAGEMENT MARKETING
Social networks allow companies to effectively implement marketing engagement strategies, maintaining contact with interested users, building long-term relationships with their customers, building their loyalty, managing the reputation of the company, increasing sales and, ultimately, solving many other development challenges Business. This article will consider the most common activities aimed at involving the consumer in interaction with the brand through social networks, their typology and effects from their use. Active use of social networks as a tool for implementing marketing involvement is justified by two factors: social networks are a communicative environment where decisions about the acquisition of goods and services are collectively discussed, and an opinion on the brand is formed (95% of all Internet users visit social networks and talk every day about goods, companies, services, share their opinions and impressions); The use of technical capabilities of social networks in the implementation of marketing strategy of consumer involvement does not require capital investments from the brand.