| Summary: | Research background: The study suggests that social networks can offer all the same services and products as traditional financial intermediaries. Moreover, the scope and prospects for the inclusion of financial services in the social network system are not yet fully defined and not clear. Nevertheless, the modern largest social sites are constantly developing their financial functions. Moreover, they do it in their way and often differ from the traditional financial intermediation method: firstly, social networks offer all services in a “single window” - along with other information and in the course of social communications, that is, transfer the service of network users to omnichannel, including in this concept the whole complex of socio-communication and financial interactions. The problems of the interaction of social networks with economic networks are widely studied. Quite a lot of literature is devoted to the problem of innovation in the financial sector. There are also publications that contain literature reviews, conceptual and theoretical generalizations and discussions on this issue. No less abundant electronic finance literature – reviews, textbooks, numerous studies on specific issues and regional specificities of finance, as well as various web applications. Popular with researchers and the media are topics dedicated to social networks sites.
Purpose of the article in the analysis of social networks is associated with new processes, the development of new provisions, clarification of terms, the development of new hypotheses and theoretical principles.
Findings & Value added: The challenge facing researchers can be summarized as follows: the study of information and behavioral aspects of the interaction of two types of activities - financial intermediation and social networks, leading to new processes and the formation of new organizational forms and behavior. To this end, a purposeful search is carried out for concepts, models, and tools to determine the content and prospects of these processes and new approaches are being developed and proposed.
Methods: At the first stage: (1) sociometric analysis based on graph theory, (2) concepts of interpersonal relationships, the behavior of various participants of groups and conditions for forming specific cliques in various groups, and (3) anthropological traditions, which were used to observe community members (including social networks), determine their structure, internal relations and conditions for their sustainability.
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