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Observing the changes and far-reaching effects on the daily functioning of the world, we can unequivocally say that social networks are one of the phenomena of our time. The number of users and frequency of use, the volume of data, the diversity of the audience and content—combined with background advertising technologies—create a unique environment for marketing activities. Social media marketing offers exceptional opportunities for brands seeking commercial growth: building an active community, interacting with users, and developing long-term brand loyalty.