Digital Transformation of Social Advertising in the Context of Media Convergence
Abstract
Introduction. The development of digital technologies, social networks, and algorithmic platforms has significantly changed the ways in which social advertising is created and dissemi-nated, transforming it from one-way messaging into an interactive and personalized communication tool. The scale of these changes has highlighted the need for a systematic theoretical analysis of the digital transformation of social advertising and its communication model in the context of media convergence. The relevance of the study is determined by the rapid transformation of social advertising under the influence of digital technologies, media convergence, and the algorithmization of communication processes. The aim of the article is to outline the specific features of the digital transformation of social advertising in the context of media convergence and to identify changes in its communication model. Methodology. To achieve the research aim, analysis and synthesis, systemic, structur-al-functional, comparative, and descriptive methods were applied, making it possible to gener-alize scholarly approaches to the digital transformation of social advertising, identify changes in its communication model, and characterize current trends in its development. Secondary analysis of empirical data was used to synthesize the findings of media consumption studies and identify patterns in the use of digital platforms by different audience groups. Results. The study established that digital transformation has driven the transition of social advertising from the traditional linear model to networked, interactive, and personalized communication, in which the audience becomes an active participant in content dissemination. Media convergence was found to create a multiplatform ecosystem of social advertising, enabling mes-sages to be adapted to different digital channels and audiences. At the same time, the study iden-tified risks associated with algorithmization and personalization, including information isolation, algorithmic bias, privacy violations, and fragmentation of the information space. Conclusions. The scientific novelty of the study lies in substantiating the transition of social advertising from a linear to a networked, interactive, and personalized communication model in the context of media convergence. The practical significance of the results lies in their potential application to optimizing digital social campaigns while taking technological and ethical challenges into account.