THE ATTENTION ECONOMY AS A NEW ASSET ON DIGITAL FINANCIAL PLATFORMS

Shkolny Yuri Igorevich

The relevance of this study is determined by the scale of digitalization in modern society, in which traditional tangible assets are giving way to new, intangible resources where information and attention play a key role. User attention in the digital environment shapes the paradigm of the so-called "attention economy." The object of this study is digital financial platforms. The subject of this research is the attention economy as a new intangible asset in the digital environment. The aim of this study is to conduct a heuristic analysis of the mechanisms by which user attention is transformed into an economic asset and to identify the specifics of its monetization and management on various types of digital platforms. The study established that attention is not simply a byproduct of user activity, but a strategic resource—an asset requiring precise approaches to its measurement, valuation, and capitalization. A typology of digital platforms is presented based on the dominant model for converting attention into value. Associated risks are identified, including the problem of digital exhaustion and attention manipulation. A general framework for a sustainable attention economy model based on the principles of user sovereignty and fair distribution of generated value is outlined.

Keywords:attention economy, digital economy, manipulation design, choice architecture, ethical design