In the context of the COVID19 pandemic, many companies face the problem of declining financial stability. IT companies are unique in this aspect, because their field of activity is entirely based on digital platforms and does not require direct contact with customers. Besides, social media marketing is becoming increasingly popular. The study of the impact of social media marketing on improving the financial stability of IT companies becomes urgent under the conditions of fierce competition, when it is necessary to ensure high rates of financial stability. The aim of the study is to determine the impact of social media marketing on improving the financial stability of IT companies. The sample of the study includes the 20 largest IT outsourcing companies in Ukraine in 2020. The study was conducted using linear regression models, which were tested by the least squares method. The impact of social media marketing was introduced into the model through the use of a dummy variable. The results of the study showed that social media marketing has a positive statistically significant impact on Profitability of Cash, Profitability of Cash Outflow, Profitability of Cash Inflow, Profitability of Net Cash Flow. The obtained results can be used to assess the impact of social media marketing on cash flow indicators and financial stability of IT companies. The study opens up new areas for further research, in particular the impact of the established brand of the IT company in social media on its financial stability.

This study aimed to examine the role and impact of social media on the knowledge of the COVID-19 pandemic in Bangladesh through disseminating actual changes in health safety, trust and belief of social media’s coverage statistics, isolation, and psychological numbness among students. This study used a cross-sectional design in which a quantitative approach was adopted. Data from an online survey were collected in a short period of time during the early stages of COVID-19 to determine the relationship between social media activity and knowledge of the COVID-19 pandemic with accuracy. A total of 189 respondents were interviewed using structured questionnaires during the onset of the COVID-19 outbreak in Bangladeshi university students. Exploratory factor analysis (EFA) and path analysis were performed. Out of 189 respondents, about 80% were aged between 16 and 25 years, of which nearly 60.33% were students. This study explored four factors—knowledge and health safety, trust in social media news, social distancing or quarantine, and psychological effect—using factor analysis. These four factors are also found to be positively associated in path analysis. Validation of the model was assessed, revealing that the path diagram with four latent exogenous variables fit well. Each factor coefficient was treated as a factor loading (β = 0.564 to 0.973). The results suggested that the measurement models using four elements were appropriate. The coefficient of determination was 0.98, indicating that the model provided an adequate explanation. Social media is transforming the dynamics of health issues, providing information and warnings about the adverse effects of COVID-19, having a positive impact on lockdown or quarantine, and promoting psychological wellness. This comprehensive study suggested that social media plays a positive role in enhancing knowledge about COVID-19 and other pandemic circumstances.

<p><strong><em>The purpose</em></strong><em> of the study is to define the features of various stylistic and syntactic figures and tropes usage in the advertising communication of the new media reality.</em></p><p><strong><em>Research methodology.</em></strong><em> Descriptive and comparativist methods were used during the work with the theoretical and methodological base on the peculiarities of various stylistic and syntactic figures and tropes usage in the advertising communication; when monitoring advertising texts in the Ukrainian information space during the period of military aggression, the grouping, comparative, and systematic method were used.</em></p><p><strong><em>Results.</em></strong><em> The new media reality, having experienced the challenges of information aggression, is undergoing a powerful activation of internal and external resources, and advertising communication is no exception. The advertising text’s stylistics acquires a new dimension of clarity, expressiveness, dynamism, and comedy, which allows the advertising appeal to achieve a longer communication effect. The successful use of stylistic figures and tropes makes it possible to consider advertising communication as a serious tool of information countermeasures in the external and internal arena, which allows forming a positive reputation and image of the state, organization, company, etc. The power of the communication effect of advertising communication is enhanced if a range of stylistic and syntactic figures and tropes are used in one advertising text.</em></p><p><strong><em>Novelty.</em></strong><em> The novelty of the obtained results lies in the understanding of the features of the stylistic and syntactic figures and tropes usage potential in the advertising communication of the new media reality as an important tool for countering informational aggression and strengthening national and patriotic motives.</em></p><p><strong><em>Practical significance.</em></strong><em> The conducted research makes it possible to use the developed materials when teaching practical courses on advertising creativity, copywriting, and advertising, as well as for use by practising copywriters, creative specialists in advertising, marketing, and PR agencies.</em></p><p><strong><em>Key words:</em></strong><em> advertising communication, advertising text, stylistic figures, syntactic figures, tropes, allusion, symbol, metaphor, ellipsis.</em></p>

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