Adaptive SMM strategies in the activities of trading companies

Abstract

The issue of managing marketing communi­cations of trading enterprises in social networks using adaptive strategies and a systemic approach has been studied. The relevance of the topic is determined by the growing role of social platforms as a key channel for interacting with customers, which requires scientifically grounded methods to enhance the effectiveness of communication processes. The study is based on the hypothesis that the application of systemic management and adaptive strategies makes it possible to create a flexible and effective model for managing marketing communi­cations, which takes into account risks and the dynamics of the digital environment. To test this hypothesis, a set of methods of system analysis, sociolo­gical research, and statistical data processing was used. The research results confirmed the expediency of integrating adaptive approaches into marketing strategies, which contributes to increasing audience engagement and optimizing communication costs. The scientific novelty of the work lies in the proposed conceptual model of communication management, which is based on the combination of qualitative and quantitative indicators, the integration of a risk-oriented approach, and adaptive mechanisms. The practical significance of the obtained results is revealed in the possibility of their application by trade enterprises to enhance the effectiveness of interaction with the target audience and ensure the sustainability of communication strategies.