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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Social Media Marketing as a Tool for Increasing the Financial Performance of an Enterprise
Lezhnenko L. I., Stashenko V. V.

Lezhnenko, Lyudmila I., and Stashenko, Vitaly V. (2026) “Social Media Marketing as a Tool for Increasing the Financial Performance of an Enterprise.” Business Inform 4:676–687.
https://doi.org/10.32983/2222-4459-2026-4-676-687

Section: Management and Marketing

Article is written in Ukrainian
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UDC 330.657

Abstract:
The article explores the theoretical and practical aspects of using social media marketing (SMM) as a tool to boost the financial performance of businesses amid the digital transformation of the economy. The relevance of the topic is substantiated considering modern challenges, including the impacts of the COVID-19 pandemic and martial law in Ukraine, which significantly affected business operations and highlighted the need for efficient, accessible, and scalable marketing solutions. The scientific approaches to defining the essence of SMM are analyzed, and its functions and role in the system of internet marketing are summarized. It is found that social media marketing is a comprehensive tool that combines communication, sales, and analytical functions, ensuring two-way interaction between a business and its consumers. Significant attention is given to analyzing the current state of social media development worldwide and in Ukraine, as well as their influence on consumer behavior and demand formation. The work identifies the main mechanisms through which SMM affects a company’s financial results, including: increasing brand awareness, building customer loyalty, using targeted advertising, influencer marketing, encouraging repeat sales, and developing social commerce. It is argued that an efficient SMM strategy helps boost sales, expand the customer base, and enhance the company’s competitiveness. Special attention is given to methodological approaches for evaluating the efficiency of SMM activities, including the use of key performance indicators (KPIs), reach analysis, engagement, conversions, and financial results. An algorithm for engaging online consumers is proposed, covering target audience research, segmentation, targeting, content strategy development, and result evaluation. Based on a practical case of a Ukrainian enterprise, typical problems in using social media were identified, particularly the insufficient efficiency of content and the lack of a strategic approach to SMM management. It was proved that merely having a presence on social media without a proper strategy does not bring the desired financial results. It was summarized that social media marketing is an important tool for ensuring stable financial growth for enterprises, and its efficiency depends on a systematic, analytical approach and adaptability to changes in the digital environment. Prospects for further research were identified, particularly in developing methods for assessing the economic efficiency of SMM and adapting strategies to conditions of an unstable environment.

Keywords: social media marketing; SMM; enterprise financial performance; brand; digital marketing; targeted advertising; influencer marketing; brand promotion.

Bibl.: 26.

Lezhnenko Lyudmila I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Accounting and Consulting, Kyiv National Economic University named after Vadym Hetman (54/1 Beresteiskyi Ave., Kyiv, 03057, Ukraine)
Email: [email protected]
Stashenko Vitaly V. – Postgraduate Student, Department of Accounting and Consulting, Kyiv National Economic University named after Vadym Hetman (54/1 Beresteiskyi Ave., Kyiv, 03057, Ukraine)
Email: [email protected]

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