Abstract
<jats:p>The study aims to develop a comprehensive analytical framework for examining the role of social media in business development management processes in the context of economic digitalization and the transformation of marketing communications. The research seeks to overcome the limitations of traditional marketing approaches, which insufficiently account for the network nature of digital platforms, the behavioral characteristics of online audiences, and new mechanisms of brand reputation formation in the digital environment. The empirical basis of the study consists of operational data from the online store BIGTORG, which makes it possible to assess the impact of digital marketing tools on the economic performance of an online business. Within the research, an analysis of the dynamics of key performance indicators of the online store was conducted, including traffic, number of orders, conversion rate, average order value, and revenue per visit. This analysis made it possible to identify the main trends in business development and the factors influencing fluctuations in sales performance. The results indicate that, despite a relatively stable conversion rate, the main constraint to business growth is the insufficient scale of traffic acquisition and the limited use of social media potential within the company's marketing strategy. A comparative analysis of the competitive environment demonstrates that major online retailers actively employ integrated SMM strategies, multimedia content, interactive communication formats, and systematic audience engagement. The study establishes that effective use of social media in business should be based on the integration of content marketing, personalized communication, systematic reputation management, and analytical monitoring of key marketing performance indicators. The research proposes directions for improving the digital strategy of the online store. The implementation of these measures can contribute to improving the effectiveness of marketing communications, increasing brand awareness, and strengthening the competitive position of the enterprise in the context of the evolving digital economy.</jats:p>