Social Media Marketing as a factor of inﬂuence on the formation of the lifestyle of target audiences

The article is devoted to the study of theoretical and practical aspects of Social Media Marketing (SMM) as a method of promoting a product or service in social networks and the possibility of inﬂuencing the consciousness of society. Speciﬁc characteristics of Social Media Marketing are revealed, the results of sociological research on the stated topics are presented and analyzed. The indicators of SMM efﬁciency assessment are characterized.