DIGITAL MARKETING COMMUNICATION STRATEGIES OF COMPANIES TRADING ON SOCIAL MEDIA PLATFORMS

Contemporary trade companies operate within a multifaceted and rapidly changing environment that is shaped by both exogenous and endogenous factors, where digital marketing technologies play a special role. The purpose of the article is to identify the connection between digital marketing technologies and retail business sales regarding their use in marketing budget effectiveness. The study utilized the method of econometric analysis (regression analysis, analysis of descriptive statistics) as well as the method of social network analysis. Regression analysis showed the importance of investment in advertising and customization of marketing campaigns due to the cuttingedge technologies. Factors such as advertising budget, the number of posts, likes, and comments on social networks have a significant impact on sales. Based on the model's findings, every extra dollar allocated towards advertising amplifies sales by 0.0497 units, indicating the importance of investment in advertising campaigns. The sales distribution is somewhat skewed with a mean of 909 and a median of 922. The analysis revealed significant variability in key variables, indicating the diversity of strategies and conditions in which different companies operate. Practical digital marketing solutions for retail businesses include increased investment in social media advertising, regular posts, and engagement through likes and comments. The promising area for further research is to explore the potential of artificial intelligence for personalizing retail business marketing.