THE IMPACT OF SOCIAL NETWORK USER BEHAVIORS ON THE ACCUMULATION OF ONLINE SOCIAL CAPITAL

Zhukova Tatyana Ivanovna

The topic of the article is connected with the current problem of identifying factors influencing the formation of online social capital in social networks. Based on the analysis of domestic and foreign scientific literature, behavioral models of the main groups of social network users were identified, the problem of “segmentation of user space” was analyzed in order to identify the main types of communication strategies. The problem of structuring the online communication space based on the network approach and the influence of communication strategies on the accumulation of online social capital were considered.

Keywords:information and communication technologies, computer-mediated communication, social networks sites, communication practices