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Yevheniia Redina PhD in Economic sciences, Associate Professor, National University "Odessa Law Academy", Odessa, Ukraine E-mail: eugenia.redina@gmail.com orcid.org/0000-0002-2050-2986 Introduction. In recent years, the Ukrainian economy has been rapidly gaining the leverage of the digital economy, with virtual products created through cloud services, social networks and virtual communications becoming the drivers of development. In these circumstances, the task of evaluating and analysing user activity on social networks, conducting constant monitoring of the number of readers, their groups, reflection and effectiveness of the published publication becomes relevant. That is why today, in the digital economy, special attention should be paid to research on user activity on social networks. Aim and tasks. The purpose of the article is to study the features of user activity within the model of digital economy, which defined the following tasks: 1) study the principles of the digital economy and the role of social networks; 2) analysing user activity within a specific social network account; 3) development of an approach to activity evaluation based on detailed minute-by-minute data collection on the number of user interactions with each other. Results. The article examines the impact of activity within a specific account on user choice on the Instagram social network. The best way to gather information on the number of likes and comments you posted under a post has been installed and successfully implemented. The fastest and most effective algorithms for storing, processing, analysing, and cost-effectively evaluating the collected user activity data within a specific account have been researched, substantiated and implemented. Conclusions. An approach to assessing and analysing user activity within a specific social network account is proposed to be implement into the Digital Economy Model. The proposed approach allows us to collect, detailed manner, the number of Instagram user interactions with the last post in your account, as well as estimate of their growth trends, compare them with the information collected in the past or to the average over the selected period.

Evaluation and analysis of activity in social networks in the context of the digital economy development