TY - JOUR AU - Yanina Lisun PY - 1970/01/01 Y2 - 2024/03/28 TI - ANALYSIS OF THE SOCIAL MEDIA MARKETING: BUSINESS ENVIRONMENT AND MODERN TRENDS IN POLAND AND UKRAINE JF - Modern Management Review JA - mmr VL - 27 IS - 4 SE - DO - 10.7862/rz.2020.mmr.28 UR - https://journals.prz.edu.pl/mmr/article/view/240 AB - The author in the article aimed to summarize the trends in the Digital and SMM market by an  analysis of the main indicators characterizing Internet and Social media users for 2014–2020  years. Theoretical part of this work was the study of the essence of the «social media  marketing» concept (SMM) based on the data on the most popular social networks in Poland  and Ukraine. There were analyzed the key performance indicators of the Social Media  Marketing Agencies in Poland and Ukraine, such as the average cost of completed projects,  personnel numbers, and characteristics of the market segment on the basis of belonging to  small, medium and large businesses. A number of tools for activities in various social  networks are identified, the reasons for their use, features and methods of promotion are  considered.   ER -