The Impact of the Covid-19 Pandemic on the Consumer Goods Market in Different Regions: Global Changes in Social Media Marketing Strategies

The article examines the peculiarities of the development of consumer goods markets in Ukraine, the USA, Germany and China under the influence of the COVID-19 pandemic. It analyses how social media and book communities promote products in the book market. The paper highlights the main interaction formats and approaches that publishers and authors can use to attract readers and increase book sales. Among them, the authors draw attention to video content, community activity in social networks, adaptive technologies to attract new users and retain existing ones. The authors summarise the specifics of working with the BookTok community. From a practical point of view, the authors argue that book publishers and authors who want to remain competitive need to adapt to the new realities and use the power of social media to promote their products.