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The Trajectory of Social Media Development
Mamonova H. V., Starina E. I.

Mamonova, Hanna V., and Starina, Eleonora I. (2024) “The Trajectory of Social Media Development.” Business Inform 3:336–344.
https://doi.org/10.32983/2222-4459-2024-3-336-344

Section: Management and Marketing

Article is written in Ukrainian
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UDC 316,35:339.1

Abstract:
The article is devoted to the analysis of the history of the development of social media. The aim of the article is understanding of their economic and social significance in the process of transformation of the modern paradigm of communications and their interaction in advertising. Analyzing, systematizing and summarizing the scientific works of many experts, the definition of «social media network» was considered, which reflects various approaches and interpretations of this concept in the context of modern communication technologies. As a result of the study, the powerful evolution of communica-tion technologies that took place during the last decades is outlined. The authors demonstrated that social networks enable individuals, companies, organizations and governments to interact with large audiences, which, in turn, opens up wide opportunities in promoting a product to the market. This study examined the history of Facebook, Twitter, LinkedIn, Instagram and others, as they are or were among the most popular social networks among Internet users. Brand promotion in social networks is an integral tool that opens up prospects for businesses and individuals in creating a positive image, inte-raction with consumers and instant spread of information, quick response to changing market condi-tions. The study also notes the variety of types of ad integration, ranging from traditional banner ads to more specialized forms such as targeted ads. This study will allow entities interested in advertising their products and services to understand the existing relationship between the development of social media and Internet marketing strategies, which, in turn, will help business structures to adapt to changes in consumer habits and technological trends. Prospects for further research in this direction can be seen in the analysis of the efficiency of the implementation of marketing strategies in social media.

Keywords: social networks, marketing, system analysis, history, development of social networks.

Fig.: 2. Bibl.: 34.

Mamonova Hanna V. – Candidate of Sciences (Physics and Mathematics), Associate Professor, Associate Professor, Department of System Analysis and Cyber Security, Scientific-Educational Institute Information Technologies in Economics of the Kyiv National Economic University named after V. Hetman (49-g Dehtiarivska Str., Kyiv, 03113, Ukraine)
Email: [email protected]
Starina Eleonora I. – Student, Scientific-Educational Institute Information Technologies in Economics of the Kyiv National Economic University named after V. Hetman (49-g Dehtiarivska Str., Kyiv, 03113, Ukraine)
Email: [email protected]

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