SOCIAL NETWORKS IN B2B AND B2C COMMUNICATION

The development of social networks leads to new ways of marketing communication and poses new scientific challenges. The growing importance of B2B and B2C communication and the relationship with the customers is influenced by dynamic changes in the e-marketplace. Understanding and implementation of the innovative tools for communication with users on social media channels help increase interaction. The aim of the article is to analyse and identify the peculiarities of marketing communication via social networks in different countries as compared with Lithuania. The study presents a variety of social networks, indicates the peculiarities of Lithuanian B2B and B2C communication in social networks in comparison with the Netherlands, Germany, Israel, Russia, and Ukraine. The following methods were employed: the comparative analysis of scientific literature, inquiry, observation, cross table analysis and analysis of variance.