Social marketing of an artificial ecosystem: a theoretical aspect

The article analyzes the main structural components of the "social marketing" definition, and formulates the author's vision of this definition. It is determined that social marketing uses marketing and communication strategies and methods to solve social problems. It has been revealed that an artificial ecosystem is an environment where artificial intelligence, data analytics and process automation combine to ensure effective interaction between companies, consumers and the state. Social marketing in this context is aimed at creating a positive impact on society, forming sustainable relationships and supporting values that contribute to the prosperity of society. The functions of social marketing with their own characteristics that help marketers effectively carry out their work and achieve social changes and improvements are highlighted and described. It is highlighted that social marketing is the main component in the process of social services' effective provision, on the basis of which the social services architecture was created.