Социальные сети и экономическое поведение: стратегии представителей малого бизнеса в России

Abstract

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The article analyzes the impact of social media on the economic behavior of small businesses in Russia. Key marketing strategies used to promote products and services, attract customers, and optimize operational pro-cesses are examined. Particular attention is paid to adapting digital tools to local market conditions, including the specifics of consumer demand and regulatory restrictions. The study demonstrates that with a competent approach to the use of information and communication technologies, small businesses can significantly im-prove their competitiveness in a rapidly changing economic environment. Based on secondary data analysis, the key benefits and risks of integrating social media into business models are identified, and recommenda-tions for improving their effectiveness are offered. The authorэs contribution lies in systematizing and summa-rizing existing research on this topic, leading to the conclusion that social media today is an important tool for achieving sustainable growth and development of small businesses in Russia.