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The article discusses methods for evaluating the effectiveness of social media marketing. Introduced are the advantages of marketing actions taken in these media, as well as factors that boost their effectiveness. Special attention is paid to the dynamic growth of social networks. Based on an advertising campaign ran by the Johnnie Walker brand on Facebook, an assessment of marketing actions was performed for the purpose of the paper. The campaign in question displays high effectiveness, as shown by the factors introduced in the article.


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