Advertising is an important component for the financial well-being of mass media. Therefore, editorial offices constantly strive to attract more advertising and advertisers. Currently, a popular platform for placing and promoting advertising messages for mass media is Facebook.
In the current context of digital transformation within the energy drinks market, the use of digital technologies has become a crucial tool for enhancing the efficiency of business processes, marketing strat- egies, and consumer engagement. However, despite considerable opportunities, the widespread imple- mentation of digital instruments in this sector faces several challenges that require both academic analysis and practical solutions. One of the key issues is the adaptation of energy drink producers' business models to the realities of the digital environment.