Gender Aspect of Instagram Bloggers' Advertising Costs

The present work aims to study gender inequality in such a fast-growing environment as blogging, in particular on Instagram. The basis of this study is the presence of the gender concept in a marketing strategy by including gender characteristics through the identity of the advertiser's blogger and their impact on the cost of advertising. The concept of gender has been sufficiently studied in Russian and foreign literature. Researchers covered gender stereotypes, gender roles in society, as well as various images of gender in advertising. However, the relationship between gender and the cost of advertising in personal blogs has not been previously considered. In this research, for the first time, the influence of gender on the price of advertising in social networks in the Russian market will be investigated. The results of this study prove that in blogging, which currently is equated with a profession, there is also gender inequality in relation to women. Using the methods of content analysis and polling, an answer is given to the question: what is the impact of gender on the cost of bloggers' advertising?