UDC 338.139


Candidate of Economic Sciences, Associate Professor, Department of Logistics and Marketing. Financial University under the Government of the Russian Federation, Moscow, Russia


Relevance. The article is devoted to the study of key concepts and terms that define the modern approach to the formation of consumer loyalty to the brands of companies in general and its features of its application to social networks. The author considers the main issues related to the tasks of forming loyalty based on the material reflecting the development of social networks and changes in consumer behavior.
The purpose of the study. To conduct a comparative analysis of the results of the development of social networks, as well as consumer behavioral changes reflected in the transformation of advertising campaigns; to consider changes in the activity of consumer behavior in social networks and to determine the digital transformation of communication channels for the brand.
Tasks. To identify the difficulties faced by companies when choosing strategies for forming consumer loyalty; to identify social trends that have the greatest impact on consumer behavior and demand; to reveal the factors that characterize a loyal consumer; to analyze the conditions for successful operation and effectiveness of loyalty programs.
Results. The author has formed a number of proposals for managing consumer loyalty in social networks, including on the basis of the ecosystem, identified the main patterns in consumer behavior in social networks, studied user activity in social networks. It is determined that modern loyalty management programs can have a significant effect, meet the needs of consumers at a higher level and provide greater consumer coverage.


loyalty, ecosystem, digitalization, social network, online business.