Social networking as an advertising tool in Russia and abroad

Social networking as an advertising tool in Russia and abroad

This study contrasts the behavioural patterns of users on Facebook with those on VKontakte using data collected by Facebook and a survey of Russian VKontakte users. The authors analyse the key differences between the two popular social networks, including what users perceived to be the most attracti...

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Bibliographic Details
Main Authors: Ageeva Y. A., Kondratyeva I.V., Zavyalova Z.S., Giniyatova E.V., Zavyalova M. P., Deakin Ann K., Lokotosh Y.V.
Format: Article
Language:English
Published: EDP Sciences 2016-01-01
Series:SHS Web of Conferences
Online Access:http://dx.doi.org/10.1051/shsconf/20162801003
Description
Summary:This study contrasts the behavioural patterns of users on Facebook with those on VKontakte using data collected by Facebook and a survey of Russian VKontakte users. The authors analyse the key differences between the two popular social networks, including what users perceived to be the most attractive options, the amount of time spent online and attitudes toward advertising. The results have been used to evaluate the potential of social networks (SMM) for business promotion in Russia.
ISSN:2261-2424

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