摘要：Research The paper addresses the business potential of social networks and the impact of incentives on the purchase behaviour of consumers. Social networks are the fastest growing marketing tool in the world with more than 4 billion users worldwide. These global platforms offer new tools, encourage interactivity, and allow consumers to participate in product marketing thanks to sharing their own content.Purpose of the article: The aim of the paper is a series of recommendations for small and micro businesses with a global audience. These recommendations are focused on the right choice of the marketing mix on social networks in order to optimize communication and sales activities.
