Responsible Consumption of Social Media as a Factor Determining the Perception of Advertising

In this work, we conducted a study aimed at studying the perception of advertising by users who “informed” consume information on social media. The main aspects of the concept of “informed” consumption of social media are considered, the positive and negative aspects of the development of “media consumption” technologies in the world and the criticism of modern theorists regarding this phenomenon are described, descriptions of the main studies that show why users do not always accept advertising in social media are described. The paper discusses the stages of conducting advertising campaigns in social media, describes the recommendations that advertisers can consider for influencing the audience of “informed” consumption of information in social media, and also formulates the main restrictions that can be considered for future research in the claimed field. The purpose of this work was to identify and formulate the basic principles that can guide advertisers in working with an audience that consciously consumes content on social media. A quantitative research method was applied - a survey, which involved 626 respondents, of which 345 were relevant for subsequent analysis of the data. Social media users from different demographic groups were interviewed in different geographical regions, primarily in the city of Moscow and the Moscow Region, cities of the Russian Federation, as well as the Russian-speaking population of foreign countries. The hypotheses put forward in the paper H1, H2, H3, and H4 were confirmed in the analysis of the data obtained, the stated objectives of the study are achieved.