CONSUMER TARGETING IN SOCIAL NETWORKS AS A MODERN TOOL OF ADVERTISING MANAGEMENT

The article highlights the specifics of consumer targeting on social networks to improve the segmentation of the advertising audience. The aim of the work is to analyze the segmentation of the presence of Ukrainian consumers in social networks and determine the prospects for the use of targeted advertising as part of marketing strategy and advertising management of the enterprise. The research methodology is the use of synthesis, abstract-logical and comparative analysis - to determine the key factors of targeting the advertising audience and methods of regression analysis - to forecast the attendance of social networks in Ukraine. The scientific novelty is structuring of targeting factors in accordance with the objectives of the marketing strategy, taking into account the forecast assessment of the quantitative coverage of the target audience.