РЕКЛАМА В СОЦИАЛЬНЫХ СЕТЯХ: ИССЛЕДОВАНИЕ ВОЗДЕЙСТВИЯ НА ПОТРЕБИТЕЛЯ В АСПЕКТЕ СЕМИОТИЧЕСКОЙ ПАРАДИГМЫ

Abstract

The purpose of the article is to expand the understanding of the impact of advertising in social networks on consumers in the aspect of the semiotic paradigm. The authors presented the dynamic effects of advertising exposure on consumers in social networks, which can deepen the understanding of the nature and effectiveness of this method of advertising. The article demonstrates the theoretical basis for using the semiotic triangle for advertising on social networks. This broadens the understanding of the dynamic effects of advertising on social networks arising from the influence of two factors: social support and social presence. The data obtained indicate the practical possibility of using the semiotic paradigm when creating advertising in social networks through the mechanism of mental interaction. The study proves that the mental activity of users is a measurable parameter when studying the impact of advertising on social networks. The data obtained will allow advertisers to create a mechanism for mental interaction between users and advertising on social networks.