STRATEGY OF DIGITALIZATION OF RUSSIAN BANKING PRODUCTS IN SOCIAL NETWORKS IN THE CONTEXT OF A PANDEMIC

Abstract

In the article, the author explores the digital technologies used by Russian banks in the creation and promotion of financial products (goods and services) in social networks. First of all, we study the introduction of media technologies in the creation and broadcasting of banking services and products using social media, the main of which are social networks. Systemic and statistical methods were used for a comprehensive disclosure of the problem, which made it possible to classify approaches to the problem, as well as a method of structuring information, which makes it possible to identify the main tools for the specifics of the functioning of the banking system in the context of new media. Analysts are exploring the format of functioning in the modern market through social networks that allow expanding digital banking. Analysis of the activities of the banking sector, the introduction of innovations in the activities of the banking sector allow us to determine the trend of attracting the maximum number of customers. The study identifies incentives for the development of the banking system in the context of the new realities associated with the pandemic. The expansion of the production of new banking services through their digitalization is determined by long-term strategies for the development of financial institutions in three types of innovative areas. New services and products of banks broadcast through social networks were identified. The transformation of banking services is characterized. Thus, the analysis of statistical data of digital content and analytical data allows us to determine the innovative potential of payment systems that have proven themselves in the world community and practice.