Advertising in Social Networks

9 Pages Posted: 27 Dec 2011

See all articles by Igor Pustylnick

Igor Pustylnick

Far Eastern Federal University; Conestoga College

Date Written: December 25, 2011


The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web Sites were considered as a uniform group. The only differentiation factors were the number of users and the amount of traffic passed through the site. This paper classifies the existing web sites into four major categories: (1) Pure Social Network, (2) Grouped Social Networks, (3) Content Social Networks and (4) Broadcast Social Networks. The paper shows the possibilities of advertising in each of these groups as well as the disadvantages of using the sites of the particular group for the advertising purposes.

Keywords: Social Network, Social Media, Twitter, Facebook, YouTube

JEL Classification: M31, M37

Suggested Citation

Pustylnick, Igor, Advertising in Social Networks (December 25, 2011). Available at SSRN: or

Igor Pustylnick (Contact Author)

Far Eastern Federal University ( email )

8 Suhanova St.
Vladivostok 690950

Conestoga College ( email )

299 Doon Valley Drive
Kitchener, Ontario N2G 4M4

Here is the Coronavirus
related research on SSRN

Paper statistics

Abstract Views
PlumX Metrics