Author: Qo‘ziboyeva, Munira Hamid qizi

Annotation: This article analyzes the effectiveness of using social media in the PR strategies of retail companies. The communicative activities of MediaPark and Texnomart companies on social media platforms were selected as the object of the study. During the research, content analysis, comparative analysis, observation, and statistical methods were employed. The article scientifically examines the role of digital PR technologies in establishing communication with audiences, shaping brand image, and increasing communicative effectiveness. Based on the research findings, scientific recommendations and proposals were developed to improve the PR activities of retail companies on social media platforms.

Keywords: PR, digital PR, public relations, social media, digital communication, retail companies, communicative effectiveness, Telegram, Instagram, engagement, feedback, audience activity, media communication, brand image, digital marketing.

Pages in journal: 209 - 221