Social networking as an advertising tool in Russia and abroad
1 Tomsk Polytechnic University, 634050 Lenin Avenue, 30, Tomsk, Russia
2 Tomsk State University, 634050 Lenin Avenue, 36, Tomsk, Russia
3 State University of New York, 280 Central Ave, Fredonia, USA.
4 Tomsk Administration, 634050, Lenin Avenue, 73, Tomsk, Russia
a Corresponding author: email@example.com
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.
© Owned by the authors, published by EDP Sciences, 2016
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.