Political Advertising in Social Networks: Features and Trends

In this work, the author broaches the point of finding an optimal strategy for political advertising during election and other political media campaigns on social networks. The aim of the study is to shape a comprehension of how social networks can be used for the most effective pre-election positioning of a political actor, also how such positioning can affect the results of voting. The methodology of the work is based on two stages: theoretical and practical research. Theoretical research focuses on finding the unique characteristics of social networks as a media and political marketing tool. Therefore, practical research consists of studying the possibilities of using social networks as a main, secondary, niche (aimed at achieving particularized goals) tool of political communication or survey vehicle of public demand. It is noteworthy that the use of theoretical developments based on domestic political practice. The results of the work, on the one hand, show the need to address the particularities of a specific political culture, in terms of this culture social networks are used for political positioning, and on the other hand, show the limited capacity of social networks to bring a significant contribution to the voting results. In the end, the most effective solution is to use them to manage the information field.