SOSİAL MEDİA REKLAMLARININ ELEKTRON TİCARƏTƏ TƏSİRİ

Social media advertising and its impact on e-commerce Abstract The article examines the significance of technology and the Internet in the modern world, emphasizing their influence on societal development, international business and the emergence of new forms of trade. The Internet has evolved not only into a means of communication and entertainment but also into a fundamental platform for building business activities. At the same time, the role of advertising as an essential tool for promoting goods and services is highlighted. Advertising serves an informational function, enhances brand awareness and shapes consumer choice. Various psychological influence methods - soft influence, persuasion and purchase stimulation - are separately explained in the article. Each of these methods affects consumers differently, creating awareness, strengthening emotional engagement or directly forming purchasing decisions. Overall, the article demonstrates that digital-environment advertising enhances business competitiveness while directing consumer behavior towards new patterns. In addition, the study evaluates the new trends that social media has brought into the advertising sphere. In particular, targeted advertising enables a more precise orientation of consumer behavior, facilitates direct interaction between brands and audiences, and simplifies sales processes on e-commerce platforms. The growing impact of advertising in the contemporary digital environment further accelerates the expansion of electronic commerce. Keywords: modern world, internet, advertising, business, service, social media, e-commerce, consumer behavior.