Abstract
The aim of the article is to analyze the evolutionary development of social network platforms as advertising platforms for attracting and interacting with the target audience. Using the methodology of analysis of the engagement rate of the audience of advertising posts in the accounts of popular bloggers, the conclusion is made about gradual evolutionary change of the engaged audience of social networks of different ages of creation, as well as about specialization of platforms on gender and demographic segments. The article gives recommendations on further directions of research of the phenomenon of advertising market development in social networks in the context of the evolutionary institutional theory.
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Akhmaeva, L.G., Dolgopolov, D.V., Eremeeva, A.I. (2021). Impact of Demographic and Gender Factors on Types of Communication Promotion in Social Networks. In: Popkova, E.G., Sergi, B.S. (eds) "Smart Technologies" for Society, State and Economy. ISC 2020. Lecture Notes in Networks and Systems, vol 155. Springer, Cham. https://doi.org/10.1007/978-3-030-59126-7_14
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