Digital behavior strategies: a comparative analysis of activity in social networks and messengers
Abstract
The article discusses the interim results of the project "Research of digital behavior strategies of citizens of different age groups," which provides a comparative analysis of communication strategies in social networks and messengers using the example of a popular news community represented simultaneously on VKontakte and Telegram. The research focused on key engagement metrics, such as the dynamics of publication activity, user reactions, and engagement indicators that reflect the specifics of digital audience behavior. The research focuses on the study of publication activity. For the analysis, data collected using a parser for the period from 2023 to 2025 was used. The data obtained indicates a shift in communication strategies towards messengers: if traditional social networks dominated in 2023, then by 2025 Telegram is showing higher growth rates in key engagement metrics. The results of the study reveal differences in user digital behavior strategies depending on the platform and demonstrate the evolution of engagement models in a changing digital ecosystem.
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