The paper examines strategies for brand communication with a target audience in social networks in the context of high competition and rapid transformation of the digital environment. It is noted that social networks create a dynamic environment of interactive communication, where users can receive information about the product, as well as form and maintain a relationship with the brand. The effectiveness of this interaction depends on a number of factors, including price, expected quality of the product or service, and an organized distribution system. The emphasis is on the effective use of social networks to achieve business goals, such as increasing brand awareness, attracting new customers, stimulating sales, and building long-term relationships with the target audience. The main methods of communication in social networks are identified, including targeted advertising, influencer marketing, promotion through content, interactive sales, and loyalty programs. Special attention is paid to new trends in marketing strategies, such as the use of artificial intelligence, augmented reality, video content, and gamification. The paper also examines the need to personalize content and adapt communication strategies to changes in the market and consumer behavior, as well as the importance of analytics for adjusting strategies in real time. The authors note that in conditions of high competition and saturation of the information space, brands need to adapt their strategies using innovative technologies, such as artificial intelligence and augmented reality, in order to remain relevant to their audience. The active use of video content and gamification allows to significantly increase user engagement and loyalty. Another important aspect is the development of niche platforms that allow for effective interaction with specific groups of consumers, satisfying their unique needs and interests. The conclusion states that in today's conditions of high competition and rapid transformation of the digital environment, brand communication strategies with the target audience in social networks should be as adaptable and flexible as possible.
Hromova et al. (Mon,) studied this question.