The article reveals community marketing's impact on consumer behavior in HoReCa, highlighting effective social media strategies.
The article reveals the term “community marketing” from the point of view of marketing and reveals its significance for the modern target audience of the HoReCa sphere. The dynamics of consumer behavior is analyzed in order to identify the most relevant methods of promoting the subject in order to increase customer orientation. The importance of increasing loyalty is explained: a person will prefer a brand that can meet their needs. The article presents the trends of promotion in social networks, which are the most effective today. Special attention is paid to the Starbucks brandand its innovative approach in communicating with the target audience, which demonstrates the importance of work ing to create as table and loyal community capable of distinguis hing the brandin the market and increasing its importance. The work is based on the works of Russian authors and up dates information about promotion through community marketing.
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Ekaterina I. Salyakhova (2025) studied this question.
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